The Role of Content Strategies in Affecting Chefs’ Recognition on Instagram: Multiple Regression Analysis on Perceptions of Trustworthiness and Attractiveness

Öz

This study investigates how social media marketing activities—particularly those focused on word-of-mouth (WOM) and trending content—implemented by a chef influencer operating in the gastronomy sector on Instagram influence followers’ perceptions of credibility (trustworthiness + expertise) and attractiveness, and how these perceptions, in turn, affect the chef’s recognition. Data was collected through an online survey from 332 followers of a macro-influencer chef, using a convenience sampling method. The findings reveal that WOM and trending-oriented posts significantly and positively impact both credibility and attractiveness, while these two factors also exert a positive influence on the chef’s recognition. Aligned with Social Exchange Theory, the results underscore the effectiveness of influencer marketing in the gastronomy field. However, the failure of personalization and interaction dimensions to emerge as separate constructs in the exploratory factor analysis highlights the need for refined measurement scales in future studies. Overall, the findings suggest that chef influencers can enhance their credibility and recognition by effectively utilizing WOM and trend-based social media strategies in their gastronomic content.

Anahtar Kelimeler

• Social media marketing
• WOM
• trending content
• chef influencer
• gastronomy
• credibility
• recognition

Mutfak Şeflerinin Instagram’da Tanınırlığını Etkileyen İçerik Stratejilerinin Rolü: Güvenilirlik ve Çekicilik Algıları Üzerinden Çoklu Regresyon Analizi

Öz

Bu çalışma, gastronomi alanında faaliyet gösteren bir şefin Instagram üzerinden uyguladığı sosyal medya pazarlama faaliyetlerinin (WOM ve trend boyutları) takipçiler nezdindeki güvenilirlik (güven+uzmanlık) ve çekicilik algılarına etkisini inceleyerek, bu algıların şefin tanınırlığı üzerindeki yansımalarını ortaya koymayı amaçlamaktadır. Kolayda örnekleme yöntemi kullanılarak, makroinfluencer konumundaki bir şefin 332 takipçisinden çevrimiçi anketle veri toplanmıştır. Analizler sonucunda WOM ve trend odaklı paylaşımların hem güvenilirlik hem de çekicilik algısını istatistiksel olarak anlamlı düzeyde artırdığı; güvenilirlik ve çekicilik boyutlarının ise şefin tanınırlığı üzerinde pozitif bir etki yarattığı belirlenmiştir. Bulgular, Sosyal Değişim Teorisiyle uyumlu olup, gastronomi sektöründe influencer pazarlamasının etkililiğini vurgulamaktadır. Ancak kişiselleştirme ve etkileşim gibi boyutların açımlayıcı faktör analizinde ayrı faktörler olarak ayrışmaması, gelecekteki araştırmalar için ölçek iyileştirme gerekliliğine işaret etmektedir. Sonuçlar, özellikle gastronomi alanında faaliyet gösteren şeflerin, WOM ve trend gibi sosyal medya pazarlama stratejilerini etkin kullanarak güvenilirlik ve tanınırlıklarını artırabileceklerini göstermektedir.

Anahtar Kelimeler

• Sosyal medya pazarlaması
• WOM
• trend
• şef influencer
• gastronomi
• güvenilirlik
• tanınırlık

Kaynakça

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