Instagram Reels Bites: Factors Influencing Food Customer Engagement and Intention to Purchase Food Through Instagram Reels

Instagram Reels has become a popular platform for promoting food-related content. Influencers play a significant role in converting their followers into potential customers after watching 60-s Instagram Reels. The study aims to investigate the factors that influence food purchasing intentions through Instagram Reels. The study uses a theoretical framework of the customer engagement model to examine the factors influencing food purchase intentions on Instagram Reels in three distinct contexts: influencer characteristics, Instagram Reels content, and buyer characteristics. Using non-probabilistic judgmental sampling, an online survey was conducted with 222 respondents across India. Multiple linear regression and ordered logistics regression were used to analyze the data. According to our findings, hedonic enjoyment, foodie-ness, customer engagement, and attitude toward Instagram Reels have a significant impact on purchase intention on Instagram Reels. Furthermore, conciseness, hedonic enjoyment, customer engagement, and attitude toward Instagram Reels have a significant impact on the continued use of food content on Instagram Reels. The result suggests that viewers who enjoy watching food content have positive attitudes toward food, have a strong connection toward food culture, and who are more engaged with Instagram Reels are likely to have a higher purchase intention and continued use of the platform.