From the kitchen to the feed: how internal and external influencers shape consumer behavior in restaurant marketing

Purpose This study investigates the effectiveness of internal versus external influencers in food-related social media marketing. Specifically, it explores how the type of influencer (internal employee vs external content creator) affects consumer trust, engagement and behavioral intention and whether perceived authenticity moderates these relationships. Design/methodology/approach Using a 2x1 between-subjects experimental design, 300 participants were exposed to a simulated Instagram post promoting a pizzeria, attributed either to an internal influencer (business owner) or an external influencer (food content creator). Structural equation modeling and moderated mediation analysis were conducted to examine the psychological mechanisms underlying the responses. Findings Internal influencers were found to generate significantly higher levels of consumer trust than external influencers. External influencers, on the other hand, elicited greater post engagement. However, only trust, not engagement, significantly predicted behavioral intention. Perceived authenticity moderated the relationship between influencer type and trust, amplifying the trust effect for internal influencers. Practical implications The findings suggest that marketers, especially in the food and hospitality sectors, should consider leveraging internal influencers to build authentic consumer relationships. While external influencers may boost engagement, internal voices with high authenticity have a stronger influence on trust and purchase intention. Originality/value This research contributes to influencer marketing literature by integrating source credibility, engagement and authenticity theories. It highlights the underexplored role of internal influencers and demonstrates the importance of perceived authenticity in shaping trust and consumer behavior.