Abstract
ABSTRACT The present study analyzes the influence of a restaurant’s symbolic design on photo-posting behavior on Instagram. Data from 272 consumers who had visited a restaurant for dinner were used to test the proposed conceptual framework. Results confirmed a positive influence of a restaurant’s symbolic design on consumers’ photo-posting behavior, mediated by positive emotional arousal. This effect was stronger for individuals with a higher level of commitment to the Instagram community and for those who experienced a greater gratification from being perceived as cool by their peers when posting photos on Instagram. The study contributes to the hospitality marketing management and social media literature by adding to our understanding of the underlying mechanisms that influence user-generated content on Instagram in the restaurant industry. Theoretical contributions and managerial implications are discussed.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
