IDEAS home Printed from https://ideas.repec.org/a/gam/jbusin/v4y2024i4p37-631d1512611.html
   My bibliography  Save this article

Do Social Media Likes Affect Food Consumption?

Author

Listed:
  • Maria Mamalikou

    (Laboratory of Consumer and Sensory Perception of Food & Drinks, Department of Food Science and Nutrtion, University of the Aegean, 81400 Myrina, Greece)

  • Konstantinos Gkatzionis

    (Laboratory of Consumer and Sensory Perception of Food & Drinks, Department of Food Science and Nutrtion, University of the Aegean, 81400 Myrina, Greece)

  • Malamatenia Panagiotou

    (Laboratory of Consumer and Sensory Perception of Food & Drinks, Department of Food Science and Nutrtion, University of the Aegean, 81400 Myrina, Greece)

Abstract

Social norms can affect food consumption. Although social media could be used to disseminate such norms, there is limited experimental research on the subject. The purpose of the study was to examine the effects of socially endorsed social media food posts, in the form of Instagram likes, on participants’ eating behavior of wheat food products. The survey was conducted in sensory booths where 149 participants were assigned to one of three conditions viewing three types of images: traditional Greek foods, modern foods, and home decoration as control. However, only one type was socially endorsed with likes. Participants self-reported on a series of questionnaires and were offered traditional Greek rusks (paximathia) and modern crackers as a snack reward during break time on two separate dishes. The hypothesis was that those who had paid attention to socially endorsed images of traditional foods would prefer to consumer Greek rusks, whereas those having paid attention to socially endorsed modern foods would opt for the crackers. Using the ANCOVA model, there was not identified any significant effect of condition on rusk or cracker consumption in grams after controlling the covariates. The results propose that exposure to socially endorsed images with Instagram likes, as a form of social media norm, do not incite people to consume more of either traditional rusks or modern crackers.

Suggested Citation

  • Maria Mamalikou & Konstantinos Gkatzionis & Malamatenia Panagiotou, 2024. "Do Social Media Likes Affect Food Consumption?," Businesses, MDPI, vol. 4(4), pages 1-12, November.
  • Handle: RePEc:gam:jbusin:v:4:y:2024:i:4:p:37-631:d:1512611
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2673-7116/4/4/37/pdf
    Download Restriction: no

    File URL: https://www.mdpi.com/2673-7116/4/4/37/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mahan, Joseph E. & Seo, Won Jae & Jordan, Jeremy S. & Funk, Daniel, 2015. "Exploring the impact of social networking sites on running involvement, running behavior, and social life satisfaction," Sport Management Review, Elsevier, vol. 18(2), pages 182-192.
    2. Jamal El-Den & Pratap Adikhari & Pratap Adikhari, 2017. "Social media in the service of social entrepreneurship: Identifying factors for better services," Journal of Advances in Humanities and Social Sciences, Dr. Yi-Hsing Hsieh, vol. 3(2), pages 105-114.
    3. Monica Patrut, 2015. "Candidates In The Presidential Elections In Romania (2014): The Use Of Social Media In Political Marketing," Studies and Scientific Researches. Economics Edition, "Vasile Alecsandri" University of Bacau, Faculty of Economic Sciences, issue 21.
    4. Femke Hilverda & Margôt Kuttschreuter, 2018. "Online Information Sharing About Risks: The Case of Organic Food," Risk Analysis, John Wiley & Sons, vol. 38(9), pages 1904-1920, September.
    5. Irina Maiorescu & Razvan Dina & Alexandru Doru Plesea & Alecu Felician, 2015. "The Impact of Facebook Upon Social Skills of Young People ? a Business Employment Perspective," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 17(Special 9), pages 1289-1289, November.
    6. Robiady, Nurlita Devian & Windasari, Nila Armelia & Nita, Arfenia, 2021. "Customer engagement in online social crowdfunding: The influence of storytelling technique on donation performance," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 492-500.
    7. Abdullah Yahia Moqbile Ahmed, 2017. "The Impact of Exposure to Advertisement Online on Purchase Decision Empirical Study of Saudi Customers in Western Region," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 7(7), pages 366-386, July.
    8. Xing Wan & Javier Cenamor & Jing Chen, 2017. "Exploring Performance Determinants of China’s Cable Operators and OTT Service Providers in the Era of Digital Convergence—From the Perspective of an Industry Platform," Sustainability, MDPI, vol. 9(12), pages 1-19, December.
    9. Benjamin Appiah Osei & Ama Nyenkua Abenyin, 2016. "Applying the Engell–Kollat–Blackwell model in understanding international tourists’ use of social media for travel decision to Ghana," Information Technology & Tourism, Springer, vol. 16(3), pages 265-284, September.
    10. Kaur, Puneet & Dhir, Amandeep & Bodhi, Rahul & Singh, Tripti & Almotairi, Mohammad, 2020. "Why do people use and recommend m-wallets?," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    11. Polat Can & Ilker Çetin, 2017. "A Research on the Comparison of the Effect of Benefits Obtained from Social Media Marketing to Brand Commitment in Terms of Domestic and Foreign Consumers," International Business Research, Canadian Center of Science and Education, vol. 10(2), pages 29-42, February.
    12. Sindy Liu & Patsy Perry & Gregory Gadzinski, 2019. "The implications of digital marketing on WeChat for luxury fashion brands in China," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 395-409, July.
    13. Dessart, Laurence & Pitardi, Valentina, 2019. "How stories generate consumer engagement: An exploratory study," Journal of Business Research, Elsevier, vol. 104(C), pages 183-195.
    14. Giannis Milolidakis & Demosthenes Akoumianakis & Chris Kimble, 2013. "Digital traces for business intelligence: A case study of mobile telecoms service brands in Greece," Post-Print halshs-00954440, HAL.
    15. Tischer, Sven, 2012. "Measuring the impact of critical incidents on brand personality," SFB 649 Discussion Papers 2012-064, Humboldt University Berlin, Collaborative Research Center 649: Economic Risk.
    16. Lashgari, Maryam, 2014. "Social Media Technology Deployment in B2B: A Case Study," INDEK Working Paper Series 2014/9, Royal Institute of Technology, Department of Industrial Economics and Management.
    17. Lagin, Madelen & Gebert-Persson, Sabine, 2015. "Defining the links between retail price strategies and price tactics," HUI Working Papers 110, HUI Research.
    18. Maja Martinović & Valentina Pirić & Kristijan Krkač, 2020. "The Implications of Facebook in Political Marketing Campaigns in Croatia," Central European Business Review, Prague University of Economics and Business, vol. 2020(4), pages 73-95.
    19. Yunhong Hao & Qamar Farooq & Yuan Sun, 2018. "Development of theoretical framework and measures for the role of social media in realizing corporate social responsibility through native and non‐native communication modes: Moderating effects of cro," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(4), pages 704-711, July.
    20. Andreea Ionescu & Laurentiu-Dan Anghel & Gheorghe Jinga, 2014. "Organizations` Responsibility in Maintaining the Security of Personal Data posted Online by Romanian Consumers: an Exploratory Analysis of Facebook and Linkedin," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 16(35), pages 273-273, February.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jbusin:v:4:y:2024:i:4:p:37-631:d:1512611. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.