“网红”营销作为一种新兴的营销途径，随着大环境的种种因素遵循了迅速且多样化的发展轨迹。在电子商务的催促之下，各种不同的“网红”们在社群媒体推销产品，产生了一个巨大的产业链。另外，随着新冠状病毒疫情持续肆虐，大众对社群媒体和电子商务的依赖更是逐步增加，从而加速了“网红”的普遍性。这种营销现象虽然普遍，现有文献却停留在初步探讨的阶段。目前的研究仍未包含具有网络亚文化代表性的“网红”。吃播“网红”便是这样的例子。虽然许多国际快餐品牌都已经开始利用吃播“网红”推销食物，现有文献却少见学者对“网红”类型以及内容加以研究，探讨这些因素如何影响营销效果。另外，目前有关“网红”营销的研究更是基于名人效应与网络口碑等文献，少有考虑新媒体与网络发展的因素。因此，本文将探讨吃播“网红”在YouTube平台上的营销效果。在信息源可靠性模型的指导下，本文将探讨哪些要素有助于增加吃播型网红的可信度，一一分析网红的营销有效性如何受吸引力、专业性、相似性和信任影响。本文采用定量研究方法，选择了一名吃播博主“千千进食中”， 十分受欢迎的她拥有1.6万YouTube关注者。本研究借助偏最小二乘结构方程建模软件SmartPLS3进行了调查，从而获得了主要数据，并构建了在此基础上得出研究结论。研究发现，诚信和专业知识大大提高影响者信誉，提高对广告和品牌的积极态度的主要因素。但是，由于社交媒体的使用方式，对社交媒体平台的不信任感和快速的广告披露，这些因素会对购买意图产生负面影响。从理论上讲，本文为吃播研究的相对较新的领域提供了启示和参考，并完善和扩展了营销有效性中的来源可信度理论。本文能帮助营销者选择合适的吃播类型网红，并且为他们提供了实施网红音效的有用知识。

Influencer marketing has followed a rapid and diverse trajectory of growth since its beginnings, with an increasingly variety of influencers appearing from internet subcultures. Mukbang influencer marketing is an example that has grown to prominence but remained relatively unknown in literature. Hence, under the guidance of the source credibility model, this paper explores the elements contributing to the attractiveness, expertise, similarity, and trustworthiness of mukbang influencers to understand their marketing effectiveness. This paper adopts a quantitative research method and selects Chien’s Eating, a popular mukbang influencer with more than 1.6 million followers on YouTube and obtains primary data using a survey with the help of partial-least squares structural equation modelling software SmartPLS3, and constructs research conclusions on this basis.The study found that trustworthiness and expertise are the main that enhance the credibility of influencers, promoting a positive attitude towards the advertisement and the brand. Purchase intentions, however, are negatively affected by these factors due to how social media is used, growing distrust to social media platforms and quick advertising disclosures. This paper provides a unique perspective by applying the theory of source credibility in marketing effectiveness to the specific genre of mukbang influencers in a specific social media platform on YouTube. In addition to diversifying the existing literature, it helps researchers gain a better understanding of how deep-dive studies on specific influencer cases can enhance our understanding on the topic. This paper also provides useful insights for the selection of suitable mukbang influencers and successful implementation, especially for practitioners in food advertising.