Conceptualizing Instagram-Driven Street Food Consumption : Development of a Multidimensional Measurement Scale
Authors
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Chinky Chhabra
Research Scholar (Corresponding Author), Jaypee Business School, Jaypee Institute of Information Technology (JIIT), A-10, Sector-62, Noida - 201 309, Uttar Pradesh
https://orcid.org/0009-0005-2175-7277
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Bhawna Agarwal
Professor, Jaypee Business School, Jaypee Institute of Information Technology (JIIT), A-10, Sector-62, Noida - 201 309, Uttar Pradesh
https://orcid.org/0000-0002-3835-2699
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Anubha Vashisht
Director and Professor, Jaypee Business School, Jaypee Institute of Information Technology (JIIT), A-10, Sector-62, Noida - 201 309, Uttar Pradesh
https://orcid.org/0000-0001-9140-4876
DOI:
https://doi.org/10.17010/ijom/2026/v56/i9/176089Keywords:
food consumption, consumption behavior, consumer purchasing decisions, social media, Instagram.Publishing Chronology: Paper Submission Date : October 25, 2025 ; Paper sent back for Revision : June 15, 2026 ; Paper Acceptance Date : July 30, 2026 ; Paper Published Online : September 15, 2026.
Abstract
Purpose : Instagram served as a vital platform for influencing consumers’ food choices; yet research had largely examined its influence on street food consumption through isolated behavioral constructs. This study addressed this gap by conceptualizing Instagram-driven street food consumption as a multidimensional construct and developing a context-specific measurement scale based on the stimulus–organism–response framework and the theory of planned behavior (TPB).
Design/Methodology/Approach : Data were collected from 149 Instagram users through a structured questionnaire and analyzed using exploratory factor analysis, followed by reliability and validity assessment.
Findings : Seven factors emerged: Food Content Exposure, Food Content Engagement, Positive Emotional Arousal, Food Cravings, Positive Disposition, Perceived Ethical Conduct of Food Influencers, and Food Consumption Behavior. Collectively, these constructs demonstrated that consumer responses to Instagram food content involved interconnected emotional, ethical, attitudinal, and behavioral processes.
Practical Implications : This study constructed an integrated Stimulus-Organism-Response (S–O–R) and TPB framework, highlighting that visual engagement, emotional reactions, and positive attitudes collectively shaped consumer intentions. Marketers are advised to adopt interactive and emotionally appealing content to strengthen consumer engagement and promote favorable food-related decisions.
Originality/Value : This study contributed to the literature by developing and validating a context-specific measurement scale. It further proposed an integrated conceptual model combining the S–O–R framework and TPB. By applying this integrated approach in a social media-driven food context, the study offered novel insights into the factors shaping consumer attitudes and behavioral intentions toward street food consumption.
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