Instagram marketing: a content analysis of top Malaysian restaurant brands

Abstract

The use of social media among businesses grows tremendously as operators engage, and build relationships, with customers through social media. Drawing on the Diffusion of Innovations theory, this exploratory study investigates the adoption and implementation of Instagram in restaurant sector. However, this study focuses only Malaysia's top ten restaurant brands. Only seven of the ten restaurants have an Instagram account and the results suggest that early adoption may not lead into early implementation. The research findings are expected to help managers promote their pages on Instagram, and academically, this study expands the application of DOI theory into photo based social media application to predict the photo based social media adoption and implementation among restaurants.