Instagram Users’ Information Acceptance Process for Food-Content

Hee-Min Lee, Jee-Won Kang and Young Namkung
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Hee-Min Lee: Department of Food Service Management and Culinary Arts, Daegu Catholic University, Hayang-ro 13-13, Hayang-eup, Gyeongsan-si 38430, Gyeongbuk, Korea
Jee-Won Kang: College of Hotel & Tourism Management, Kyung Hee University, 26, Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Korea
Young Namkung: College of Hotel & Tourism Management, Kyung Hee University, 26, Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Korea

Sustainability, 2021, vol. 13, issue 5, 1-15

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.

Keywords: Instagram; food-content quality; source credibility; information adoption model; continued use of food-content Instagram; information sharing intention (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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