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Food Porn on Instagram: Only a Feast for the Eye Or Also Valuable for Restaurants?

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Food Porn on Instagram: Only a Feast for the Eye Or Also Valuable for Restaurants? Food porn on Instagram: Only a feast for the eye or also valuable for restaurants? An experimental study on the comparative effects of food-related user-generated images and marketer-generated images on restaurant brands, examining the moderating role of restaurant luxuriousness and type of post. Name Daphne Pleijers Student Number S4613325 Supervisor Prof. Dr. Samuel Kristal 2nd examiner Dr. Csilla Horváth Abstract With user-generated content (UGC), consumers are gaining control over the creation of brand meaning, whereas brands are losing it, due to declining trust in marketer-generated content. Little is known about the impact of user-generated images (UGI), as a form of UGC, on observers of those images. Since UGI are numerous in the Food & Beverage Industry, this study compares the effects that food-related UGI and marketer-generated images (MGI) have on millennial observers concerning consumer-based brand equity (CBBE), benign envy, restaurant visiting intention and willingness to pay. In a 3 (consumer UGI post vs. brand UGI repost vs. brand MGI post) x 2 (fine dining vs. casual dining) between-subjects experiment, the moderating roles of restaurant luxuriousness and type of post were also examined. The results show that, compared to MGI, UGI only have a more positive impact on CBBE in terms of brand expectations, and not for the other outcome variables. Restaurant luxuriousness moderates the effect of UGI and MGI on CBBE, restaurant visiting intention and willingness to pay: it is more positive for more luxurious restaurants. CBBE is more positively impacted by UGI for fine dining restaurants, but for casual dining restaurants MGI are more beneficial. Type of post did not moderate the effect of food-related images on observers. In practice, these findings can enhance the effectiveness of restaurants’ Instagram marketing strategies. 2 Table of Contents 1. Introduction ....................................................................................................................................... 5 1.1 Research questions ........................................................................................................................ 7 1.2 Contribution and relevance............................................................................................................ 7 2. Theoretical background .................................................................................................................... 8 2.1 UGC: the empowerment of consumers ......................................................................................... 8 2.2 The effect of food-related UGI and MGI on restaurant brands ..................................................... 9 2.2.1 Consumer-based brand equity .............................................................................................. 11 2.2.2 Benign envy .......................................................................................................................... 12 2.2.3 Restaurant visiting intention ................................................................................................. 13 2.2.4 Willingness to pay a premium .............................................................................................. 14 2.2.5 Hypothesis development ...................................................................................................... 15 2.3 The moderating role of Restaurant luxuriousness and Type of post ........................................... 16 2.3.1 Restaurant luxuriousness ...................................................................................................... 16 2.3.2 Type of post .......................................................................................................................... 18 2.4 Conceptual model ........................................................................................................................ 19 3. Methodology..................................................................................................................................... 20 3.1 Method of data collection ............................................................................................................ 20 3.2 Sample ......................................................................................................................................... 21 3.3 Design of the stimuli ................................................................................................................... 22 3.4 Measurement ............................................................................................................................... 24 3.5 Procedure ..................................................................................................................................... 27 4. Results .............................................................................................................................................. 29 4.1 Manipulation and realism check .................................................................................................. 29 4.2 Randomization check .................................................................................................................. 30 4.3 Inter-rater reliability check .......................................................................................................... 30 4.4 The effect of UGI compared to MGI ........................................................................................... 31 4.5 Differences due to Restaurant luxuriousness............................................................................... 32 4.6 Differences due to Type of post .................................................................................................. 37 5. Discussion & conclusion .................................................................................................................. 39 5.1 General discussion and conclusion .............................................................................................. 39 5.1.1 RQ1 ...................................................................................................................................... 42 5.1.2 RQ2 ...................................................................................................................................... 42 5.2 Theoretical implications .............................................................................................................. 43 5.3 Managerial implications .............................................................................................................. 45 5.4 Limitations and future research ................................................................................................... 46 6. References ........................................................................................................................................ 48 3 7. Appendices ....................................................................................................................................... 59 Appendix I: Instagram posts – two scenarios .................................................................................... 59 Appendix II: Recruitment of participants .......................................................................................... 62 Appendix III: Pretest questionnaire ................................................................................................... 64 Appendix IV: Pretest results .............................................................................................................. 67 Appendix V: Questionnaire of the main study .................................................................................. 71 Appendix VI : Results of the factor analysis ..................................................................................... 79 Appendix VII: Coding scheme for brand expectations ..................................................................... 80 Appendix VIII: Assumptions check MANCOVA & ANCOVA ...................................................... 82 Appendix IX: Results of the main analyses ...................................................................................... 84 4 1. Introduction In today’s world, taking a picture of your food is nearly as common as eating it with friends. This is especially true for millennials, of whom 69% report taking a picture of their food before eating it (Amatulli, 2017). These pictures of food, often posted on social media, are also referred to as ‘food porn’ (Ibrahim, 2015). This term describes “the act of styling and capturing food on mobile gadgets, eliciting an invitation to gaze” (Ibrahim, 2015, p. 2). With the rise of smartphones, capturing a moment in a picture and thereafter posting it on social media has never been so simple. It is therefore not surprising that pictures of food on Instagram are numerous, with more than 427 million posts with the hashtag #food (Instagram, 2021-a) and more than 250 million posts with the hashtag #foodporn (Instagram, 2021-b). Many of these pictures were posted on Instagram by consumers and can be considered a form of user-generated content (UGC); content on digital platforms created by consumers (Arnhold, 2010). UGC is related to brands. For instance, Instagram posts containing user-generated pictures of restaurant meals often mention the name of the restaurant where the meal was eaten (Atwal et al., 2018). For brands, the rise of UGC represents a major shift; from
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