Abstract
Taking pictures of food and sharing them on social networking services has now become a general consumer trend. In particular, many companies are interested in Instagram marketing due to the increase in users and word-of-mouth effect generated by using hashtags. Therefore, this paper aims to investigate Instagram users’ food-content acceptance processes by applying the information adoption model. Sample data for this study was collected by an online survey company and a total of 333 valid responses were analyzed. The study found significant relationships between food-content quality—accuracy, relevance, and conciseness—and information usefulness. Among the factors constituting source credibility, source trustworthiness and hashtag scalability were found to have a significant relationship with information usefulness. Information adoption mediated the relationship between information usefulness and continued use of food-content Instagram/information sharing intentions. The theoretical and managerial implications based on these findings can contribute to designing marketing strategies.
Highlights
Food is one of the most popular themes for users on social networking services (SNSs).Several food-related hashtags such as #food, #instafood, #foodporn, and #yummy ranked among the world’s top 100 hashtags in 2020 [1]
Respondents between the ages of 18 and 35 browse food content approximately five days a week on Instagram, and 30% of respondents are reluctant to visit a restaurant if its Instagram presence is weak [2]
The empirical findings that can be interpreted based on the results of statistical analysis are discussed below
Summary
Food is one of the most popular themes for users on social networking services (SNSs).Several food-related hashtags such as #food, #instafood, #foodporn, and #yummy ranked among the world’s top 100 hashtags in 2020 [1]. Food is one of the most popular themes for users on social networking services (SNSs). Respondents between the ages of 18 and 35 browse food content approximately five days a week on Instagram, and 30% of respondents are reluctant to visit a restaurant if its Instagram presence is weak [2]. Sharing food-content is a way for individuals to express their identity, feelings, cultures, and memories [3]. In this way, posting food photos on SNSs and choosing restaurants to visit through SNSs has become a SNS trend and a dining trend. Understanding users’ information adoption behavior on SNSs would be helpful to the food industry management
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