les cahiers du mecas
Volume 22, Numéro 1, Pages 662-675
2026-06-02

Culinary Social Media Content And Consumer Purchase Intention: The Role Of Visual Hunger Among Algerian Consumers



Authors : Hellabi Zoubeyda . Hamdoune Asma .

Abstract

This study investigates the influence of exposure to culinary content (ECC) on social media on purchase intention (PI) among Algerian consumers through the mediating role of visual hunger (VH), conceptualized as a stimulus-induced desire triggered by food-related visual cues. Using PLS-SEM and survey data from 412 respondents, the relationships among ECC, VH, and PI are examined. Results indicate that ECC significantly increases VH, which in turn positively affects PI, confirming partial mediation, while the direct effect of ECC on PI remains significant. Stronger effects are observed on Instagram and TikTok than on Facebook. The findings extend sensory marketing theory to digital contexts and provide managerial implications for food brands in emerging markets.

Keywords

Visual hunger ; Social media ; Purchase intention ; Culinary content ; Algerian consumer

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