The impact of Instagram utilization on brand management: an empirical study on the restaurants sector in Beirut

This study investigates the utilization impact of Instagram on restaurants’ brand management in emerging economies, particularly in the capital of Lebanon, Beirut. Instagram utilization will include brand personality, brand awareness, brand retention, brand image, and brand advocates as the dimensions of brand management. A quantitative approach “survey” is adopted to collect primary data. The restaurant sector is operating in the capital of Lebanon, Beirut, using convenience sampling to target 549 consumers of these restaurants. It was seen that using Instagram posts in the restaurant’s sector will lead to a positive impact on their brand management overall. Instagram posts have the most significant impact on brand awareness and brand image, whereas brand retention and brand advocates are less affected by using them. An insignificant relationship between Instagram and brand personality was found. This is the first study conducted in Lebanon’s restaurants’ context, and this is crucial since Lebanon is highly dependent on tourism and travel-related services.