Post, Eat, Change: The Effects of Posting Food Photos on Consumers' Dining Experiences and Brand Evaluation
Wenyu Dou and
Journal of Interactive Marketing, 2019, vol. 46, issue C, 101-112
Although posting food photos has become a pervasive phenomenon on social media platforms and has significant marketing implications for restaurants, there is not much evidence concerning why this practice has such implications. Building on research into self-expression and social influence, we hypothesize that posting food photos serves as a form of self-expression, which in turn leads to an enhanced dining experience. A field study, a laboratory experiment, and archival data from a popular Chinese social media platform provide support for our hypotheses. Specifically, Study 1 indicates that posting photos of food enhances consumers' dining experiences and leads to positive evaluations of restaurants. Study 2 identifies self-expression as the underlying mechanism and tests the moderating role of supportive interactions. Study 3 is a follow-up investigation into the real-time interactions examined in Study 2, using archival data from a popular social media platform.
Keywords: Posting food photos; Social media; Self-expression; Supportive interaction; Dining experience; Brand evaluation (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:46:y:2019:i:c:p:101-112
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