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Article

Characteristics of Social Media Content and Their Effects on Restaurant Patrons

1
Graduate School of Business, Sejong Cyber University, Seoul 05000, Korea
2
School of Business, Shenandoah University, Winchester, VA 22601, USA
3
School of Business, Sejong University, Seoul 05006, Korea
4
College of Hospitality and Tourism Management, Sejong University, Seoul 05000, Korea
*
Author to whom correspondence should be addressed.
Sustainability 2021, 13(2), 907; https://doi.org/10.3390/su13020907
Received: 25 December 2020 / Revised: 12 January 2021 / Accepted: 15 January 2021 / Published: 18 January 2021
(This article belongs to the Special Issue Social Media Influence on Consumer Behaviour)
The purpose of this study is to examine four characteristics of social media content and their effects on restaurant patrons. The characteristics we examine in our study are authenticity, consensus, usefulness, and aesthetics. More specifically, the study investigates how content characteristics influence consumers’ cognition-based and affect-based attitudes toward the message, which, in turn, influence brand attitude and behavioral intentions. Data were collected from 376 respondents who had frequented restaurants on a regular basis and used social media networks for at least one year. Structural equation modeling with AMOS 22.0 was used to analyze the data. The most important content characteristic that influences both cognition-based attitude and affect-based attitude is usefulness. All three other content characteristics (authenticity, consensus, and aesthetics) are also found to have a significant impact on either cognition-based or affect-based attitudes. While both cognition-based and affect-based attitudes have a significant effect on brand attitude, the effect of affect-based attitude is fully mediated by brand attitude in influencing behavioral intentions. The mediating role of brand attitude is also examined. View Full-Text
Keywords: social media content; attitude; behavioral intentions; authenticity; consensus; usefulness social media content; attitude; behavioral intentions; authenticity; consensus; usefulness
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MDPI and ACS Style

Kwon, J.-H.; Kim, S.; Lee, Y.-K.; Ryu, K. Characteristics of Social Media Content and Their Effects on Restaurant Patrons. Sustainability 2021, 13, 907. https://doi.org/10.3390/su13020907

AMA Style

Kwon J-H, Kim S, Lee Y-K, Ryu K. Characteristics of Social Media Content and Their Effects on Restaurant Patrons. Sustainability. 2021; 13(2):907. https://doi.org/10.3390/su13020907

Chicago/Turabian Style

Kwon, June-Hyuk, Sally Kim, Yong-Ki Lee, and Kisang Ryu. 2021. "Characteristics of Social Media Content and Their Effects on Restaurant Patrons" Sustainability 13, no. 2: 907. https://doi.org/10.3390/su13020907

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