The Impact of Food-Related User-Generated Content (UGC) Characteristics on User Engagement Dynamics and Behavioral Outcomes

Abstract

The study investigates the dynamics of user interactions with food-centric social media content, focusing on how various source attributes impact consumer engagement levels and lead to specific behavioural outcomes, such as food behavioural intention and visual addiction. This study utilized diverse online platforms to administer cross-sectional surveys and collect data. The 350 valid responses were analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The analysis revealed that the UGC's source attraction, source credibility, source popularity, and source usefulness significantly shape user engagement, categorised as passive, active and collaborative engagement. The different forms of consumer engagement behaviour impact the user's intention toward food-related behavioural intention and their propensity for visual addiction to food images. The study comprehensively assesses the complex links between food-related content source characteristics, user engagement patterns, food-related behaviour intentions, and visual addiction. The findings provide valuable insights to stakeholders in the food industry, highlighting the importance of prioritising visual appeal and establishing regulatory standards to optimise consumer experiences and achieve desired outcomes in food-related content creation and consumption.