0000000000179148
AUTHOR
Estefania Ballester
Females’ customer engagement with eco-friendly restaurants in Instagram: the role of past visits
Purpose The purpose of this study is to examine the effect on the customer brand engagement (CBE) of followers of an eco-friendly restaurant of their perceptions of the originality of the firm-generated content posted online by the restaurant and the effect of CBE on brand advocacy and behavioural intentions to visit the restaurant, paying special attention to the moderating role of past visits to the restaurant. Design/methodology/approach The hypotheses were tested using structural equation modelling with a sample of 491 female Instagram users who follow the online account of a particular eco-friendly dining establishment. Two group comparisons were conducted to test the moderating effec…
Engagement del consumidor a través del contenido generado por las empresas en instagram
Purpose: The purpose of this paper is to analyse the impact of consumers’ perceptions of the enjoyment and originality of firm-generated content (FGC) posted on Instagram on affective customer engagement (CE). In addition, an examination is undertaken of affective CE as a driver of customer behaviour. Design/methodology/approach: The paper takes a quantitative approach using a sample of 334 women followers of an eco-friendly restaurant Instagram account. After validation of the measurement scales, the hypotheses were tested through structural equation modelling. Drawing on the stimuli-organism-response framework the authors posit that consumers’ perceptions of the enjoyment and originality …