Social media food photos and brand engagement: role of content source, authenticity, brand stereotypes and online community influence

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Brand engagement improves with brand-shared food photos in the hospitality industry, enhancing digital interaction.
Authenticity significantly affects brand engagement, linking to perceived food photo quality and consumer interest.
Structural equation modeling was used to analyze responses, highlighting key influences of brand sharing.
The findings underscore the importance of managing authenticity and community influence for effective brand strategies.

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Observational analysis revealed brand-shared food photos boost brand engagement in hospitality, suggesting authenticity plays a crucial role.

Sohaib et al. (2025) studied this question.

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Observational analysis revealed brand-shared food photos boost brand engagement in hospitality, suggesting authenticity plays a crucial role.