The study aims to determine the impact of influencers promoting local food and beverages on individuals’ intention to taste local food. In this study, Instagram accounts were selected as the social media platform. The research data were obtained from Turkish Instagram users over the age of 18 by using an online survey and purposive sampling method, and usable data were obtained from 81 people. Of the participants, 56.8% stated that they follow Instagram accounts related to gastronomy, and 43.2% stated that they do not follow these social media accounts but look at the photos and videos of gastronomy accounts when they come across them. Because of the reliability analysis, the scale was found to have internal consistency reliability, and convergent validity. The analysis of the data revealed that the dimensions of experiencing appeal, and generating empathy have a positive impact on participations’ behavioral intentions to taste local food. As a result of the research, it should be considered that social media can be a tool in promoting local culinary culture.


EWOM, influencer, Instagram, local cuisines



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Creative Commons License
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