The digital eco-push: Exploring the relationship between social media marketing activities and environmental collaboration, with user engagement as a mediator and gender as a moderator

Drawing upon resource-based view theory, this study explores how social media marketing activities impact the environmental collaboration of restaurant Instagram pages, with the mediating role of user engagement and the moderating role of gender.Data from students who follow the Instagram pages of restaurants was gathered using a convenience sample approach.A structural equation modeling technique and PROCESS macro was used based on 373 online surveys answered by those who follow restaurant Instagram pages.The moderating effect for gender and the mediating effect for user engagement were examined.The result shows that social media marketing has a signiicant impact on user engagement.Also, gender has a signiicant moderating impact on social media marketing activities and user engagement.Lastly, user engagement has a signiicant mediating impact between SMMA and environmental collaboration.Despite its many useful applications, this study has certain drawbacks.First, the results can only be compared with those of other developing nations because the data was gathered in Indonesia.Second, not many social media sites have been taken into account, although their numbers are growing and may be utilized in future research.Regarding how SMMA can successfully improve user engagement and environmental collaboration on Instagram pages, this research offers important implications for restaurant businesses.