Beyond the Plate: Investigating the Role of Instagram Marketing on Trust in Restaurants

ABSTRACT In the era of digital communication, Instagram has become an emerging marketing platform for restaurant brands looking to establish trust and engage with consumers. Given the high- involvement nature of restaurant services, consumers increasingly rely on social media cues to form expectations. Though prior research has explored the role of social media in enhancing brand loyalty and consumer satisfaction, limited attention has been given to how platform-specific functionalities impact trust especially in the restaurant industry. This study addresses the gap by exploring how social media marketing functionalities (SMMF) on Instagram is associated with trust in restaurant brands, with a focus on the mediating role of consumer brand engagement (CBE). This research adopts a quantitative approach using an online survey design. A total of 316 respondents were exposed to standardized Instagram stimuli from Joe & The Juice, a globally recognized brand with a strong digital presence. Participants assess the brand based on perceived functionalities, engagement, and trust-related outcomes. Key variables were measured using adapted and validated scales, and the data were analyzed through multiple linear regressions and mediation models. This study offers theoretical contributions by refining the application of the Honeycomb Model to the restaurant context and by supporting the context-specific validity of the engagement framework. Practically, it highlights the strategic value of Instagram affordances as tools for shaping consumer perceptions and enforcing brand trust. Brands operating in the competitive restaurant industry are encouraged to prioritize cognitive resonance and perceived authenticity in their digital marketing efforts. The results contribute to a broader understanding of how trust is constructed in digital service environments and highlight the evolving role of platform design in consumer-brand relationships.