Social media food photos and brand engagement: role of content source, authenticity, brand stereotypes and online community influence

Purpose Social media has redefined dining experiences as visual storytelling, with food pictures emerging as a cultural norm rather than an expression of fashion. The research in this area is scant. This study aims to investigate how consumer and brand-shared food photos on social media influence digital brand engagement via perceived food photo authenticity and brand stereotypes, such as brand competence and warmth, by considering the moderating effects of online community influence in the hospitality industry. Design/methodology/approach An online survey was conducted to collect data from 950 consumers. After data filtration, 860 consumer responses were analyzed using structural equation modeling. Findings The findings revealed that consumer and brand-shared food photos significantly improved perceived food photo authenticity, brand competence and warmth. However, consumer-shared food photos did not impact digital brand engagement, while brand-shared food photos had significant drivers in fostering digital brand engagement. The findings revealed that perceived food photo authenticity, brand competence and warmth directly and indirectly strengthened digital brand engagement. The moderating effects of online community influence significantly strengthened the relationships between consumer-shared food photos and digital brand engagement. Overall, the findings observed higher effects of consumer-shared food photos in the hospitality industry. Originality/value Using the lens of uses and gratifications theory, signaling theory and stereotype content model, this study significantly enhances theoretical, methodological and managerial contributions in the hospitality industry.