Snap, share, savor: unpacking the influences behind users’ intention to share food photography at nostalgia–themed restaurants on WeChat

Purpose This study aims to examine the factors influencing WeChat users’ intention to share food photography at nostalgia-themed restaurants in China. Design/methodology/approach Data for this study were collected from 700 WeChat users in China and analyzed using SmartPLS 4.0 and artificial neural networks (ANNs). Findings Results from PLS and ANN showed that staff service and nostalgia emotion significantly influence users’ intention to share food photography. However, concerns about personal can inhibit sharing intentions, particularly when these intentions are motivated by status seeking or nostalgia emotions. Originality/value This study extends the application of uses and gratifications theory to the context of nostalgia-themed restaurants. It also enhances the understanding of Chinese WeChat users’ intention to share their gastronomy experiences by highlighting restaurant attributes. Additionally, this research enables stakeholders, such as restaurant operators and social media platform developers, to devise more effective strategies to encourage customers of nostalgic restaurants to share food photography.