Having fun in micro-celebrity restaurants: The role of social interaction, foodstagramming, and sharing satisfaction

Foodstagramming has grown in popularity within foodservice contexts. While it is commonly seen as a tool for impression management and normative behavior, the influence of social interaction on foodstagramming has received limited attention. This research aims to fill this gap by examining the interplay of social interaction, tie strength with peers, and subjective well-being, through the lens of social presence theory. An explanatory sequential mixed methods design with two empirical studies was conducted. Using a survey design, the Study 1 reveals that the need for social interactions serves as a precursor to foodstagramming benefits and establishes a mediated relationship leading to subjective well-being. Study 2 employs a qualitative inquiry to provide an in-depth understanding of the impact of posting food selfies on individual subjective well-being. It further reveals that sharing food selfies not only influences personal happiness at the moment of posting but also continues to affect subjective well-being over a relatively extended period. This research enriches social presence theory by exploring the sense of presence and community created through vivid food photos and by explaining the different effects of strong and weak ties. It also contributes new insights to the hospitality literature, highlighting the interconnectedness of offline and online experiences, which collectively contribute to customers’ enhanced life satisfaction in a commercial setting.