2.1. Relationships between Firm-Generated Content (FGC), Attitudes towards Social Media Advertising (ASMA), Social Media Engagement (SME), and Online Shopping Behavior
Kumar, Bezawada, Rishika, Janakiraman, and Kannan
[18] conceptualized firm-generated content (FGC) as messages directly emanated by brands on their official platforms and social networks, emphasizing its capability to fortify relationships with customers through the interactive dynamics that social media provides. This variable manifests not only as a conduit offering essential information on products, prices, and promotions, but is also augmented by consumer interactions and evaluations, both positive and negative. In this context, FGC encompasses a variety of content crafted by the brand, including texts, images, videos, and other formats
[15,53][15][48]. Such content has been shown to have a profound impact in areas like brand recognition, loyalty, and purchase intention
[53][48]. Beyond its intrinsic goals of promotion and engagement
[15[15][48],
53], FGC sways consumer attitudes and values
[54][49], and when paired with positive experiences with products and corporate practices, can result in favorable sentiments
[55][50].
In alignment with this, FGC emerges as a pivotal agent in shaping and adjusting consumer attitudes towards social media advertising (ASMA)
[48,53][42][48]. This content not only informs but, acting as a paramount source of information, holds the potential to persuade and reshape perceptions
[15]. Moreover, due to its ability to incorporate playful and creative elements
[34][38], FGC captures and sustains consumer attention
[56][51]. An illustrative case could be a fast-food restaurant campaign, which, by employing humor and appealing visual design, evokes a more positive response to its social media advertising
[57][52]. This interactive nature of FGC, granting consumers the freedom to express their approval or share content, boosts their engagement
[15[15][48],
53], and could serve as a social endorsement, positively shifting the perceptions of other consumers
[58][53]. Consequently, in juxtaposition with other advertising formats, it may be perceived as more authentic, especially if synergized with user-generated content
[15,59][15][54].
Recent studies on FGC have suggested that messages disseminated on company-owned social media platforms have the potential to evoke a positive perception and brand image in consumers
[60][55]. However, they emphasize that further research is still needed regarding the impacts of the two types of FGC (emotional and informational) on consumer engagement behaviors (likes, shares, comments). Social media engagement (SME) signifies the level of commitment and interactions evoked by the brand’s content
[8]. It acts as a catalyst by offering relevant, appealing, or emotional content for the consumer
[8,60][8][55]. Frequently, this FGC is designed to be highly shareable, thus encouraging active user participation. For instance, content that encourages sharing pictures enjoying food at an establishment in exchange for a promotion
[15,18,58,59][15][18][53][54]. Cheng, Liu, Qi, and Wan
[60][55] previously found a relationship between informational and emotional FGC with SME, thereby corroborating earlier findings like those of Pansari and Kumar
[61][56]. Additionally, FGC might include specific calls to action aimed at deeper consumer engagement, such as subscribing to newsletters, taking part in contests, engaging in online communities, and can serve to establish feelings of belonging
[15,18,58,59][15][18][53][54].
Online shopping behavior refers to the actions that consumers take in the online environment related to the search, selection, purchase, and post-purchase of products or services
[62][57]. This behavior can be influenced by various factors
[63[58][59],
64], including marketing stimuli such as FGC
[26]. Given that FGC serves as a primary source of information for the consumer looking to better understand products
[61][56], FGC can enhance the shopping experience by providing a social and emotional context that enriches the consumer’s interaction with the brand
[60][55]. This is especially relevant in the realm of online shopping, where the lack of physical interaction can make consumers feel uncertain
[63,64][58][59].
2.2. Relationships between Attitudes towards Social Media Advertising (ASMA), Social Media Engagement (SME), Online Shopping Behavior, and Fast Food Pattern (FFP)
The consumer’s attitude towards social media advertising (ASMA) not only has the potential to amplify their engagement with certain brands
[15,53][15][48] but also plays a pivotal role in shaping online purchasing patterns and consumption decisions
[49][43]. This linkage between attitude and engagement is underpinned by the notion that a positive perception of ads can catalyze heightened interaction with the advertising content
[48,53][42][48]. Furthermore, it has been posited that the attitude towards advertising serves as a significant predictor for both social media participation
[65][60] and online shopping behavior
[62,64,66][57][59][61]. In essence, when an individual holds a favorable view of the ads on social media platforms, they are more inclined to interact with brand content
[67][62], which is mirrored in increased digital engagement
[68][63]. For instance, studies have shown that exposure to digital marketing can enhance attitudes and bolster interest in products such as energy drinks
[69][64] and other food items
[49][43]. From a theoretical standpoint, these arguments align with the theory of planned behavior
[70][65] and resonate with the motivations and rewards derived from interacting with advertising
[71,72][66][67]. In accordance with this theory, positive attitudes towards a product or its advertising often lead to proactive behaviors on social media. Additionally, a favorable attitude towards ads is commonly associated with the perceived utility, entertainment, or informational value they provide
[71,72][66][67]. In the realm of brand-generated content, a positive attitude towards advertising can manifest in actions like “liking” posts, sharing content, or engaging in brand-related conversations, thereby amplifying the overall engagement rooted in attitudes towards such content
[15[15][18][53][54],
18,58,59], and can be an influencing factor in online shopping behavior
[63,64,66][58][59][61].
The construct Fast Food Intake Pattern (FFIP) refers to the trends and consumption habits associated with fast food. This variable has been less frequently studied in the academic literature as a dependent variable. Understanding it could be crucial to discern how consumer preferences and behaviors translate into specific food choices, or dietary habits, particularly in the context of fast food. Santoso et al.
[73][68], in their work on sodium intake, outline how consumption patterns are defined by repetitive behavior in a given situation. While the development of habits and patterns in daily routines (like eating) optimizes decisions, they might not always lead to positive outcomes if the products consumed are not healthy
[5,21,23,24,25,26][5][21][23][24][25][26]. Given this, an individual’s attitude towards social media advertising could influence their fast-food consumption patterns in various ways. A positive attitude towards ads might make the consumer more inclined to try new products or frequent fast-food restaurants more often
[1,6,33,35][1][6][37][69]. This reasoning is grounded in the Theory of Classical Conditioning
[74][70], where repeated exposure to positive stimuli (in this case, attractive ads on social media) can lead to favorable behavioral responses, such as the choice to consume fast food
[75][71]. For instance, if someone sees a social media ad about a new gourmet burger at a fast-food restaurant and has a positive attitude towards that ad, they are more likely to decide to try that burger on their next restaurant visit. This behavior could become a pattern if the individual finds the experience satisfying
[73][68]. Previous studies in marketing and consumer psychology have demonstrated that attitudes towards advertising can influence purchasing decisions and, by extension, consumption patterns
[9,36,49,70,76][9][29][43][65][72].
Online shopping behavior (OSB) encompasses the actions and decisions that consumers make when purchasing products online
[63,64][58][59]. This variable has been extensively studied in the e-commerce context and has been shown to have a significant impact on various aspects of consumer behavior
[77,78][73][74]. There may be a relationship between online shopping behaviors and fast-food consumption patterns. The underlying logic of this relationship is that individuals more accustomed to shopping online may be more inclined to use fast food delivery services or mobile apps for ordering
[79][75]. This is based on the Technology Acceptance and Use Theory, suggesting that familiarity with technology and usage behavior facilitate the adoption of similar behaviors (placing orders online)
[80][76], and this acceptance could shape their consumption patterns
[73][68]. For instance, those individuals used to purchase other products online might find it easier and more convenient to use apps to order food from fast-food restaurants, rather than physically visiting the establishment. This behavior might lead to an increase in the frequency with which that person consumes that kind of food, thus establishing a pattern. Furthermore, previous studies have shown that convenience and ease of use are key factors influencing online shopping behavior
[64,81][59][77].
2.3. The Influence and Moderating Role of Word of Mouth (WOM) on Fast-Food Intake Patterns (FFP)
Word of mouth (WOM) refers to the act of sharing information, opinions, or recommendations about products or services among consumers
[82,83][78][79]. This phenomenon has been extensively researched in the marketing literature and is deemed one of the most influential methods affecting consumer behavior
[84,85][80][81].
The linkage between WOM and fast-food consumption patterns (FFPs) is predicated on the notion that recommendations and opinions shared among friends, family, or even influencers concerning brand-generated content can significantly sway an individual’s dietary choices
[86,87,88][82][83][84]. This aligns with the Theory of Planned Behavior, suggesting that attitudes and social influences can shape intention and subsequent behavior through subjective norms (consumer’s opinion referents)
[89][85]. For instance, if a close friend positively endorses a newly tried burger from their favorite fast-food restaurant, the likelihood of one being inclined to taste the said food increases. Such endorsements could escalate the frequency of such food consumption, fostering specific consumption patterns
[73][68].
The previous literature suggests that WOM can serve as a moderating factor in various consumer behavior relationships
[90[86][87],
91], including the impact of advertising on purchase decisions
[91,92][87][88]. In the context of attitudes towards social media advertising (ASMA) and fast-food consumption patterns (FFP), WOM might play a moderating role. Peer or influencer opinions could either bolster or counteract advertising messages, adding another layer of influence on the consumer’s decision-making process. For instance, a consumer might be positively swayed by an advertisement for a new burger at a fast-food restaurant. However, prior to finalizing the purchase decision, they may come across unfavorable online reviews, prompting them to reconsider. This negative WOM could diminish or even negate the initial positive effect that the advertisement had on their attitude
[31,84,90][80][86][89]. Therefore, it is plausible to posit that WOM might moderate the relationship between attitudes towards social media advertising and fast-food consumption patterns.