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 thestimulus-organism-response (SOR) model to examine the influenceof interacting with food influencers’ Instagram pages on customerinspiration, perceived value (PV), and electronic word of mouth(eWOM). The study also examines how Instagram interactionenhances eWOM through the mediation roles of customer inspira-tion and PV, including the moderating role of gender in the rela-tionship between Instagram interaction and two consumeroutcomes (customer inspiration and PV). Data were collected from381 participants (Generation Z) who actively follow food influen-cers’ Instagram accounts in Jordan. The results indicate a significantpositive relationship between Instagram interaction and customerinspiration, PV, and eWOM. In addition, customer inspiration med-iates the effects of Instagram interaction on eWOM. The impact ofgender on the relationship between Instagram interaction and PV isinsignificant. In contrast, the moderating effect of gender on therelationship between Instagram interaction and customer inspira-tion is significant.