Online reviews such as food vlogs are parts of e-commerce which are believed to be the current trend among customers. This research seeks to understand the food vlog's attributes and its impacts on customers' response behavior through recommendation adoption. This study area will help the vlogger communities identify the most influential attributes that keep people watching and believing in their content and consequently visiting the restaurants they reviewed. This study applied a quantitative research design through a self-distributed online questionnaire from 421 respondents who watched food vlog reviews on Instagram out of 11,863,000 Instagram users in Malaysia. The research suggested that positive behavioral intention is influenced by good attributes of vlogs; appearance, video quality, and homophily. The results of the study also suggested that a positive approach is needed for the attributes to successfully has similar result in the positive behavioral intention. The scarcity of literature, specifically on homophily through vlogs in Malaysia, universities closure and restrictions to meet the respondents in person due to the pandemic of Covid-19, are among the limitations of this study. Possible future improvements are also provided in this study. It is hoped that the study can improve the food vlogs' quality as a marketing tool in Malaysia.
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