Food Influencers on Instagram: Unveiling the Pathways to Customer Inspiration, Perceived Value, and eWOM

Abstract

This study employs the uses and gratifications theory (UGT) and the stimulus-organism-response (SOR) model to examine the influence of interacting with food influencers' Instagram pages on customer inspiration, perceived value (PV), and electronic word of mouth (eWOM). The study also examines how Instagram interaction enhances eWOM through the mediation roles of customer inspiration and PV, including the moderating role of gender in the relationship between Instagram interaction and two consumer outcomes (customer inspiration and PV). Data were collected from 381 participants (Generation Z) who actively follow food influencers' Instagram accounts in Jordan. The results indicate a significant positive relationship between Instagram interaction and customer inspiration, PV, and eWOM. In addition, customer inspiration mediates the effects of Instagram interaction on eWOM. The impact of gender on the relationship between Instagram interaction and PV is insignificant. In contrast, the moderating effect of gender on the relationship between Instagram interaction and customer inspiration is significant.