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Post, Eat, Change: The Effects of Posting Food Photos on Consumers' Dining Experiences and Brand Evaluation

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  • Zhu, Jiang
  • Jiang, Lan
  • Dou, Wenyu
  • Liang, Liang

Abstract

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.

Suggested Citation

  • Zhu, Jiang & Jiang, Lan & Dou, Wenyu & Liang, Liang, 2019. "Post, Eat, Change: The Effects of Posting Food Photos on Consumers' Dining Experiences and Brand Evaluation," Journal of Interactive Marketing, Elsevier, vol. 46(C), pages 101-112.
    • Handle: RePEc:eee:joinma:v:46:y:2019:i:c:p:101-112
    DOI: 10.1016/j.intmar.2018.10.002
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    5. Zhao, Lu & Zhang, Mingli & Tu, Jianbo & Li, Jialing & Zhang, Yan, 2023. "Can users embed their user experience in user-generated images? Evidence from JD.com," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).

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