Follower engagement with eco-friendly restaurants in Instagram

<p>This project analyzes the impact of customer journey automation through Artificial intelligence on customer engagement, mediated by brand experience, social cognition and psichological ownership.</p>

<p>The dataset includes 3 files employed in the publications "Emojis and Users’ Brand Engagement in Instagram. The Case of Eco-Friendly Restaurants" (Grant AI-SERVICES PID2020-113561RB-I00/AEI/10.13039/501100011033), "Females’ customer engagement with eco-friendly restaurants in Instagram: the role of past visits" (Grant PID2019-111195RB-I00/ AEI / 10.13039/501100011033), and "Engaging consumers through firm-generated content on Instagram" (Grant UV-INV-AE19-1212255).</p>

<p>This dataset enables the analysis of the drivers of female followers' engagement -cognitive, affective and behavioral- with eco-friendly restaurants on Instagram and their influence on brand advocacy and the intention to visit the restaurant. As antecedents, the perceived originality and perceived enjoyment that followers derive from the brand-generated content posted by a restaurant on Instagram are considered. Additionally, attention is given to the moderating effects of followers' attitudes towards the use of emojis in posts and to past visits to the restaurant.</p>

本项目旨在分析人工智能(Artificial Intelligence)驱动的客户旅程自动化对客户参与度的影响，该影响以品牌体验、社会认知与心理所有权为中介变量。本数据集包含3份数据文件，均收录于以下三篇受资助学术论文中：《Instagram平台表情符号与用户品牌参与度：以环保餐厅为例》（资助项目：AI-SERVICES PID2020-113561RB-I00/AEI/10.13039/501100011033）、《Instagram平台中女性用户与环保餐厅的品牌参与度：过往消费经历的作用》（资助项目：PID2019-111195RB-I00/AEI/10.13039/501100011033）以及《通过企业自制内容在Instagram平台触达消费者》（资助项目：UV-INV-AE19-1212255）。本数据集可支持对Instagram平台上环保餐厅的女性关注者参与度（涵盖认知、情感与行为三个维度）的驱动因素，以及该参与度对品牌倡导行为与餐厅到访意愿的影响进行分析。作为前置影响因素，本研究将纳入关注者从餐厅在Instagram平台发布的品牌自制内容中感知到的原创性与愉悦感。此外，本研究还将考察关注者对帖子中使用表情符号的态度，以及过往餐厅到访经历所起到的调节效应。