التفاصيل البيبلوغرافية
| العنوان: |
Instagram Users' Information Acceptance Process for Food-Content |
| المؤلفون: |
Hee-Min Lee, Jee-Won Kang, Young Namkung |
| المصدر: |
MDPI, Sustainability. 13(5):1-15 |
| سنة النشر: |
2021 |
| الوصف: |
Taking pictures of food and sharing them on social networking services has now become a general consumer trend. In particular, many companies are interested in Instagram marketing due to the increase in users and word-of-mouth effect generated by using hashtags. Therefore, this paper aims to investigate Instagram users’ food-content acceptance processes by applying the information adoption model. Sample data for this study was collected by an online survey company and a total of 333 valid responses were analyzed. The study found significant relationships between food-content quality—accuracy, relevance, and conciseness—and information usefulness. Among the factors constituting source credibility, source trustworthiness and hashtag scalability were found to have a significant relationship with information usefulness. Information adoption mediated the relationship between information usefulness and continued use of food-content Instagram/information sharing intentions. The theoretical and managerial implications based on these findings can contribute to designing marketing strategies. |
| نوع الوثيقة: |
redif-article |
| اللغة: |
English |
| الإتاحة: |
https://ideas.repec.org/a/gam/jsusta/v13y2021i5p2638-d508563.html |
| رقم الأكسشن: |
edsrep.a.gam.jsusta.v13y2021i5p2638.d508563 |
| قاعدة البيانات: |
RePEc |
