Food Photo Posting on Social Media while Dining: An evidence using Embedded Correlational Mixed Methods Approach

IF 3.6 Q2 BUSINESS

Journal of Food Products Marketing Pub Date : 2021-01-02 DOI:10.1080/10454446.2021.1881861

M. Javed, F. Malik, T. Awan, R. Khan

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引用次数: 9

Abstract

ABSTRACT This study examines behaviors leading to the intention to post food photos on social media. The embedded correlational mixed methods approach was used through two studies. The quantitative study was accomplished by surveying 540 respondents through a survey. The qualitative study encompassed two contrived environmental experiments, and themes were identified for narrative analysis. This mixed-method approach helped align findings and ensure generalizability. It was found that behavioral intentions to post food photos on social media are dependent on subjective norms, perceived behavioral control, self-expression, market mavenism, supportive interaction, and utilitarian attitudes. A full mediation between dining experiences and behavioral intentions to post food photos through self-expression was instituted. Theoretically, this study contributes to the literature regarding the theory of planned behavior and added value in the construct of market mavens through enriching dining experience findings. The findings help brand managers promote food brands, which can then result in positive reviews.

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用餐时在社交媒体上发布食物照片：使用嵌入式相关混合方法的证据

摘要本研究调查了导致在社交媒体上发布食物照片的行为。两项研究采用了嵌入相关混合方法。这项定量研究是通过调查540名受访者完成的。定性研究包括两个人为的环境实验，并确定了叙事分析的主题。这种混合方法有助于调整研究结果并确保可推广性。研究发现，在社交媒体上发布食物照片的行为意图取决于主观规范、感知的行为控制、自我表达、市场特立独行、支持性互动和功利态度。在用餐体验和通过自我表达发布食物照片的行为意图之间建立了充分的中介。从理论上讲，本研究通过丰富用餐体验发现，为市场专家构建中的计划行为和附加值理论的文献做出了贡献。这些发现有助于品牌经理推广食品品牌，从而获得正面评价。

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 Food Products Marketing BUSINESS-

CiteScore

5.70

自引率

6.90%

发文量

期刊介绍： From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.