Foodstagramming: Kuşaklar Açısından Değerlendirilmesi ve Yiyecek İçecek İşletmesi Tercihine Etkisi(Foodstagramming: Evaluation in Terms of Generations and It’s Effect on Food and Beverage Establishment Preference)

Abstract

With its widespread use, social media has recently become a source of information for consumers in many product preferences. One of these sources of information is foodstagramming, which is defined as sharing products that people experience in the food and beverage businesses they go to or at home, with others on online platforms. Therefore, the posts of consumers who share their experiences on social media become a source of information for other people in business preferences. The main purpose of this research is to reveal the effect of foodstagramming on the preference of food and beverage business. In the direction of this purpose, data were collected using a survey method from the 410 participants, who are active social media users and share food and beverage photographs on social media. The collected data were subjected to “regression, correlation, independent sample t-test, one-way variance analysis (ANOVA), explanatory and confirmatory factor analysis with the help of statistical package program. Analysis results show that foodstagramming has a positive effect on the food and beverage business preference. However, it has been determined that the dimensions of foodstagramming, enriching the food experience and social connection, have a positive effect on the preference of food and beverage business and participation in remembering special memories dimension differs in terms of generations.