The impact of Instagram utilization on brand management: an empirical study on the restaurants sector in Beirut

ABSTRACT

This study investigates the utilization impact of Instagram on restaurants’ brand management in emerging economies, particularly in the capital of Lebanon, Beirut. Instagram utilization will include brand personality, brand awareness, brand retention, brand image, and brand advocates as the dimensions of brand management. A quantitative approach “survey” is adopted to collect primary data. The restaurant sector is operating in the capital of Lebanon, Beirut, using convenience sampling to target 549 consumers of these restaurants. It was seen that using Instagram posts in the restaurant’s sector will lead to a positive impact on their brand management overall. Instagram posts have the most significant impact on brand awareness and brand image, whereas brand retention and brand advocates are less affected by using them. An insignificant relationship between Instagram and brand personality was found. This is the first study conducted in Lebanon’s restaurants’ context, and this is crucial since Lebanon is highly dependent on tourism and travel-related services.

KEYWORDS:

• Social networking sites
• brand awareness
• brand personality
• brand image
• brand retention
• brand advocates

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Ghaith M. Al-Abdallah

Dr. Ghaith M. Al-Abdallah is an Associate Professor in the School of Management and Economics at the University of Kurdistan Hewlêr, KRI. He also holds an adjunct position in the Management School at the University of Liverpool, UK. He earned his master’s degree in International Trade from the University of Jordan, and his Ph.D. in Marketing from the Arab Academy for Banking and Financial Sciences in Jordan. Over the past 12 years, he has published over 30 research papers on numerous aspects of marketing and business studies. Before moving to academia, Dr. Al-Abdallah worked in the commercial sector for more than 10 years, during which he handled several managerial positions locally and regionally, in the areas of marketing, sales, and executive management.

Ala’ Omar Dandis

Dr. Ala’ Omar Dandis is an Associate Professor at the Department of Marketing, Applied Science Private University, Jordan and Editor of Cogent Business and Management. He obtained his PhD from the University of Huddersfield, UK, in 2016. His research interests include consumer behavior and service marketing. His work has been published in the Journal of Marketing Management, Journal of Marketing Communications, International Journal of Quality & Reliability Management, International Journal of Quality and Service Sciences, TQM Journal, International Journal of Emerging Markets, Journal of Foodservice Business Research and others.

Mohammad Badi’ Al Haj Eid

Mr. Mohammad Badi’ Al Haj Eid is a PhD candidate in the School of Management at the University of Otago, Dunedin, New Zealand. He received his master’s degree in MBA - Marketing from the University of Jordan. Mohammad’s research interests are consumer behaviour, digital marketing, sustainability and the circular economy. During the past decade, Mohammad held different marketing positions in several industries such as forex, auto spare parts and Jewelry. Currently, Mohammad is eager to join the field of academia as he aspires to teach and influence future generations what he learned in his journey while guiding them into becoming more sustainably aware.