Abstract
This research, by adopting the Societal Marketing approach, aims to identify and categorize the antecedents and consequences of online consumer-brand engagement in the foodservice industry at three dimensions of consumer, society, and brand. A total of 46 interviews were conducted with Iranian Instagram users who manifested some behavioral engagement activities on restaurants/coffee shops pages. Then, by applying thematic analysis, the antecedents and consequences of engagement at three dimensions were extracted. The research suggested some valuable insights on how marketers should improve consumer- and society-related antecedents as well as brand-related antecedents to persuade consumers to engage with the brand pages.
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