Visual Bites and Social Proof: The Mediating Role of Credibility Between Foodstagramming and Visit Intention to Saudi Casual Dining Restaurants

Abstract

Social media sites, particularly Instagram, have recently developed effective instruments for influencing customer behavior, particularly regarding eating experiences and cuisine. This study examines the influence of posting food-related content on Instagram on customers’ intention to visit casual dining restaurants in Saudi Arabia. This study also examined the mediating role of credibility in shaping this intention. A quantitative approach was used through online surveys gathered from 685 Saudi Arabian customers. The major findings of this study revealed that foodstagramming attributes such aesthetic appeal (AA) and post popularity (PP) positively influence customers’ visit intention (VI) in the context of casual dining restaurants in Saudi Arabia. Furthermore, the content credibility (CC) of foodstagramming positively influences customers’ VI. In addition, the CC of foodstagramming partially mediates the relationship between AA, PP, and customers’ VI. Theoretical contributions and practical implications are also provided.