Social norms can affect food consumption. Although social media could be used to disseminate such norms, there is limited experimental research on the subject. The purpose of the study was to examine the effects of socially endorsed social media food posts, in the form of Instagram likes, on participants’ eating behavior of wheat food products. The survey was conducted in sensory booths where 149 participants were assigned to one of three conditions viewing three types of images: traditional Greek foods, modern foods, and home decoration as control. However, only one type was socially endorsed with likes. Participants self-reported on a series of questionnaires and were offered traditional Greek rusks (paximathia) and modern crackers as a snack reward during break time on two separate dishes. The hypothesis was that those who had paid attention to socially endorsed images of traditional foods would prefer to consumer Greek rusks, whereas those having paid attention to socially endorsed modern foods would opt for the crackers. Using the ANCOVA model, there was not identified any significant effect of condition on rusk or cracker consumption in grams after controlling the covariates. The results propose that exposure to socially endorsed images with Instagram likes, as a form of social media norm, do not incite people to consume more of either traditional rusks or modern crackers.

Social media has developed into a leading advertising platform, with Instagram likes serving as visual cues that may influence consumer perception and behavior. The present study investigated the effect of Instagram likes on visual attention, memory, and food evaluations focusing on traditional Greek food posts, using eye-tracking technology. The study assessed whether a higher number of likes increased attention to the food area, enhanced memory recall of food names, and influenced subjective ratings (liking, perceived tastiness, and intention to taste). The results demonstrated no significant differences in overall viewing time, memory performance, or evaluation ratings between high-like and low-like conditions. Although not statistically significant, descriptive trends suggested that posts with a higher number of likes tended to be evaluated more positively and the AOIs likes area showed a trend towards attracting more visual attention. The observed trends point to a possible subtle role of likes in user’s engagement with food posts, influencing how they process and evaluate such content. These findings add to the discussion about the effect of social media likes on information processing when individuals observe food pictures on social media.