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Instagram Users’ Information Acceptance Process for Food-Content

Author

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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)

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.

Suggested Citation

  • Hee-Min Lee & Jee-Won Kang & Young Namkung, 2021. "Instagram Users’ Information Acceptance Process for Food-Content," Sustainability, MDPI, vol. 13(5), pages 1-15, March.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:5:p:2638-:d:508563
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