The effect of social media use and social factors(being accompanied) on food choice: The moderating role of menu design

The study aimed to determine the impact of social media usage and social factors (companionship) on food choice, examining the mediating role of social factors in the relationship between social media usage and food choice. Additionally, it tested whether menu design plays a moderating role in these relationships. The research was conducted in Antalya, Turkey, among 501 individuals aged 18 and above who dine out, from January 24 to August 1, 2023. Data were collected using social media tools and face-to-face distributed questionnaires by the researcher. After identifying missing data (4 cases) and outliers (37 cases), 460 valid questionnaires were considered. A quantitative research design was adopted, and exploratory (confirmatory) factor analysis and covariance-based Structural Equation Modeling (SEM) were used for data analysis. According to the study findings, social media usage was found to positively influence consumers' food choices in restaurants. Furthermore, social media usage was observed to positively affect social factors such as companionship in restaurants. Additionally, companionship was found to have a positive impact on consumers' food choices in restaurants. Moreover, the study revealed that social factors played a mediating role in the relationship between social media usage and food choice. Furthermore, it was concluded that menu design does not play a moderating role in the relationship between social factors and food choice, nor between social media usage and food choice. Based on these findings, it can be argued that this study could contribute significantly to theoretical and practical aspects related to social factors influencing food choices in restaurants and menu design. The theoretical and practical implications are discussed at the end of the study. Keyword: Social Media, Social Factors, Menu Design, Food Choice