Emojis and Users’ Brand Engagement in Instagram. The Case of Eco-Friendly Restaurants

IF 3.1 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Tourism and Services Pub Date : 2023-12-18 DOI:10.29036/jots.v14i27.514

Estefania Ballester, Natalia Rubio, Carla Ruiz

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引用次数: 0

Abstract

The aim of this research is to examine the drivers of followers´ behavioural engagement with eco-friendly restaurants on Instagram. In addition, the present study explores the influence of followers´ behavioural engagement on word of mouth (WOM) and intention to visit the restaurant, paying special attention to the moderating effect of consumers’ attitudes towards the use of emojis in the posts. The research model was tested on 491 female followers of the Instagram account operated by the establishment. Following the validation of measurement scales, the hypotheses are tested using structural equation modelling (SEM) with AMOS software. It was found that behavioural brand engagement was positively affected, with similar intensity, by the perceived enjoyment provided by, and the perceived originality of, brand-generated content posted on Instagram. In addition, behavioural brand engagement was found to drive positive WOM and visiting intentions, and WOM had a significantly higher effect on females who have positive attitudes towards emojis. Brand-generated content (BGC) characteristics (perceived enjoyment and perceived originality) increase followers' brand engagement. Managers should focus on BGC characteristics and the communication style of their messages to strengthen follower-brand relationships. This research can help restaurant owners/managers understand the drivers and outcomes of followers´ behavioural engagement with brands (FBE) on Instagram and the role of emojis on customer behaviours.

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Instagram 中的表情符号与用户的品牌参与度。环保餐厅案例

本研究旨在探讨Instagram上环保餐厅的追随者行为参与的驱动因素。此外，本研究还探讨了追随者的行为参与对口碑（WOM）和餐厅访问意向的影响，并特别关注了消费者对在帖子中使用表情符号的态度的调节作用。研究模型在该餐厅运营的 Instagram 账户的 491 名女性追随者中进行了测试。在对测量量表进行验证后，使用 AMOS 软件的结构方程模型（SEM）对假设进行了检验。结果发现，Instagram 上发布的品牌生成内容所提供的感知乐趣和感知原创性对行为品牌参与度产生了积极影响，且影响强度相似。此外，研究还发现，行为品牌参与会推动积极的 WOM 和访问意向，而 WOM 对那些对表情符号持积极态度的女性的影响明显更大。品牌生成内容（BGC）的特征（感知到的乐趣和感知到的原创性）提高了关注者的品牌参与度。管理者应关注品牌生成内容（BGC）的特征及其信息的传播方式，以加强追随者与品牌之间的关系。这项研究有助于餐厅业主/管理者了解 Instagram 上追随者与品牌行为互动（FBE）的驱动因素和结果，以及表情符号对顾客行为的作用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Tourism and Services HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

7.80

自引率

16.70%

发文量

期刊介绍： Journal of Tourism and Services, established in September 2010, is the international reviewed scientific research journal published by the Center for International Scientific Research of VŠO and VŠPP in cooperation with the following partners. The journal publishes high-quality scientific papers and essays with a focus on tourism and service industry development. Together with the scientific part and in order to promote the exchange of current and innovative ideas and stimulating debate, the Journal also includes Reviews of Existing Work or Short Essays, Research Notes, and Research and Industry sections to address important topics and advance theoretical knowledge or thinking about key areas of tourism and services and to allow researchers to present initial findings and reflections or problems concerning fieldwork and research in general.