Building relationships on Instagram: Enhancing customer engagement and visit intentions in restaurant

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dc.contributor.authorAlboji, Muhannad
dc.contributor.authorÖz, Sabri
dc.contributor.authorTopal, Bahattin Gökhan
dc.contributor.authorGökçek, Turgut
dc.date.accessioned2024-10-12T19:47:14Z
dc.date.available2024-10-12T19:47:14Z
dc.date.issued2024
dc.departmentİstanbul Ticaret Üniversitesi, İşletme Fakültesi, Lojistik Yönetimi Bölümüen_US
dc.description.abstractThe 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 custom-ers. The findings reveal that social media (SM) interactions are positively and significantly related to OEG, CI, and visit intention (VI). Furthermore, the results suggest that OEG and CI mediate the relationship between social media interactions (SMI) and VI, supporting the hypotheses con-cerning the indirect relationships between these variables. This research contributes to understanding SM dynamics and provides insights for restaurant marketers to enhance customer engagement and drive business growth. en_US
dc.identifier.doi10.5267/j.ijdns.2024.5.021
dc.identifier.endpage2366en_US
dc.identifier.issn2561-8148
dc.identifier.issue4en_US
dc.identifier.scopus2-s2.0-85199439003en_US
dc.identifier.scopusqualityQ2en_US
dc.identifier.startpage2351en_US
dc.identifier.urihttps://doi.org/10.5267/j.ijdns.2024.5.021
dc.identifier.urihttps://hdl.handle.net/11467/8833
dc.identifier.volume8en_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherGrowing Scienceen_US
dc.relation.ispartofInternational Journal of Data and Network Scienceen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectBehavioral Intentionen_US
dc.subjectInstagramen_US
dc.subjectInteractionen_US
dc.subjectOnline Engagementen_US
dc.subjectRestaurant Industryen_US
dc.subjectSocial Media Marketingen_US
dc.titleBuilding relationships on Instagram: Enhancing customer engagement and visit intentions in restauranten_US
dc.typeArticleen_US

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