The document discusses how visual social media like Instagram and Pinterest have become important new platforms for restaurants to market to consumers. It describes a study that interviewed consumers to understand why they follow restaurant brands on visual platforms and how visual content influences their decisions. The study found that visual content is more engaging for consumers and has a greater impact on their decisions than text reviews. It also found that image-centric sites are preferred and restaurants that actively promote creative visual content can establish stronger engagement with consumers.

1. ABSTRACT
“The Digital Age” has transformed marketing strategies of the restaurant industry with the
creation of new forms of online communication. The introduction of social networking sites has
provided consumers with a new platform for voicing opinions and gathering richer data
ultimately shifting their decision-making process. Consumer-based reviews play a crucial role
and have significant influence on such decisions as consumers make their own assessments.
Today’s consumers have a constant need to examine such reviews and consumer-generated
content, almost living vicariously through the experiences and stories of others. For so long, text
reviews of restaurants and dining experiences have dominated in the likes of Yelp, Zagat,
OpenTable, and local newspapers. Of recent, we have seen the emergence of a new player:
visuals. Sites such as Instagram and Pinterest, which are solely based on uploaded images, have
surpassed other social networking sites with user frequency. Rapid development of smartphone
applications allow up-and-comers such as Snapchat and Tumblr to continue to push the scope of
visual social media, demanding creative marketing tactics from businesses to reach consumers in
innovative and approachable ways.
The researcher investigates the new trend of visual-content in the form of consumer and
restaurant brand generated media. This qualitative study is composed of six in-depth interviews
to explore the question of ‘why’: why consumers follow restaurant brands on such platforms and
to discover the influence visuals have on consumers’ decisions. The results of this study suggest
visual content is more engaging and has greater influence over consumer decisions when
gathering information about restaurants. The research also found image-centric sites are the
preferred social media platforms and restaurants who actively promote thoughtful and creative
visual content across these sites have the potential to establish greater consumer-brand
engagement. This study investigates consumer perceptions relating to influence, engagement,
and overall use of social networking sites. The data from the in-depth interviews provide
consumer insights to help restaurant management better utilize visual social media to strengthen
consumer engagement and maximize visibility.