Akademik Veri Yönetim Sistemi
The 6th SpringConferences, İstanbul, Türkiye, 25 - 26 Mayıs 2024, cilt.6, sa.1
The study examines how Instagram interactions impact customer
response in the restaurant context using the Stimulus-Organism-Response (SOR) framework.
It explores how interactions on Instagram influence customers' intention to
visit a restaurant, online engagement (OEG), and customer involvement (CI). The
study highlights the significance of Instagram as a platform for effective
interaction and relationship-building with customers, emphasizing its role in
the hospitality industry. The study focuses on restaurant pages on Instagram,
utilizing structural equation modeling to analyze data from a sample of 242
Instagram users in Turkey who are restaurant customers. The findings reveal
that social media interactions (SMI) are positively and significantly related
to OEG, CI, and visit intention (VI). Furthermore, the results suggest that OEG
and CI mediate the relationship between SMI and VI, supporting the hypotheses
concerning the indirect relationships between these variables. This research
contributes to understanding social media (SM) dynamics and provides insights
for restaurant marketers to enhance customer engagement and drive business
growth.
Keywords:
Instagram, Social Media Marketing,
Online Engagement, Interaction, Behavioral Intention, Restaurant Industry.