Examining the antecedents of food photo posting behavior on Instagram

"Foodstagramming" is a business phenomenon that has received attention from academics and practitioners. However, there are still limited studies on the driving factors of "foodstagramming." Therefore, this study aims to examine the factors that drive the behavior of posting food photos, including self-expression, online supportive interaction, and dine-in experience, identified as antecedent factors. This study used quantitative methods and an online survey of 387 active Instagram users in Indonesia to obtain primary data. The data collected was then analyzed with multivariate statistics and partial least square-structural equation modeling. The results of the analysis prove that all hypotheses are accepted: online supportive interaction, dine-in experience, and self-expression, which positively and significantly affect customer behavior when posting food photos on Instagram. In addition, it has been proven that the dine-in experience positively and significantly affects customer self-expression. This study contributes to the food industry by stimulating consumers to post photos during restaurant dine-in.