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

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.