Vol. 14 No. 1 (2026): Business & Management Studies: An International Journal
Articles

Social media experience and brand identity in Michelin-starred chef restaurants: A study on Instagram and TikTok platforms

PDF (Turkish)
  • Ecem İnce Karaçeper
Ecem İnce Karaçeper
Assist. Prof. Dr., Istanbul Kent University, Istanbul, Türkiye

Published 2026-03-25

Keywords

  • Chef Restaurants, Social Media, Customer Perception, Branding, Digital Visibility
  • Şef Restoranları, Sosyal Medya, Müşteri Algısı, Markalaşma, Dijital Görünürlük

How to Cite

Social media experience and brand identity in Michelin-starred chef restaurants: A study on Instagram and TikTok platforms. (2026). Business & Management Studies: An International Journal, 14(1), 576-593. https://doi.org/10.15295/bmij.v14i1.2732

Copyright (c) 2026 Ecem İnce Karaçeper

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

Social media experience and brand identity in Michelin-starred chef restaurants: A study on Instagram and TikTok platforms. (2026). Business & Management Studies: An International Journal, 14(1), 576-593. https://doi.org/10.15295/bmij.v14i1.2732

Abstract

Social media has evolved from merely a promotional tool into a strategic, experienced, and user-oriented marketing instrument. This transformation has made the conscious and strategic use of social media particularly important for chef restaurants. This study aims to examine the social media visibility of eight Michelin-starred restaurants in Istanbul and to identify their effects on branding processes and customer profiles.

Within the scope of the research, 345 Instagram posts shared between 2023 and 2025 were analysed using thematic analysis and categorised into four main themes: Chef- and team-oriented visuals, spatial design and decoration, menu and presentation-focused visuals, and award and event-related posts. In addition, 50 user comments shared on TikTok about these restaurants were analysed and classified into two themes: venue recommendations and dining experience.

The findings indicate that social media content directly affects customer perceptions and that digital visibility supports branding and prestige. In this context, social media emerges as a strategic communication and positioning tool for chef restaurants.

PDF (Turkish)

References

  1. Alboji, M., Öza, S., Topal, B. G., & Gökçek, T. (2024). Building relationships on Instagram: Enhancing customer engagement and visit intentions in restaurant. International Journal of Data and Network Science, 8, 1–12.
  2. Akdemir Dilek, B. (2025). Digital dining tables: Visual consumption of cinematic gastronomy on Instagram. e-Journal of New Media, 9(3), 289–324.
  3. Balazs, K. (2002). Take one entrepreneur. European Management Journal, 20(3), 247–259.
  4. Batat, W. (2019). Experiential marketing: Consumer behavior, customer experience and the 7Es. Routledge.
  5. Bayram, M., Bayram, Ü., & Arıcı, S. (2016). Otel işletmeleri Instagram paylaşımlarının sosyal media pazarlaması kapsamında içerik analizi yöntemi ile değerlendirilmesi. (Pamukkale Üniversitesi Yayını).
  6. Blumer, H. (1969). Symbolic interactionism: Perspective and method. University of California Press.
  7. Bucak, T., & Köse, Z. C. (2022). The application of Michelin star standards in restaurant business. Journal of Tourism and Gastronomy Studies.
  8. Cohen, J. (1960). A coefficient of agreement for nominal scales. Educational and Psychological Measurement, 20(1), 37–46.
  9. Çavuş, O., & Nazik, M. H. (2022). Michelin yıldızlı restoranlarda başarı faktörleri ve standartların tespit edilmesi: San Sebastian örneği. Güncel Turizm Araştırmaları Dergisi, 6(1), 137–161.
  10. Dinç, L. (2024). The influence of social media influences consumers' decision making of restaurant choice. Journal of Tourism Leisure and Hospitality, 5(2), 115–124.
  11. Ertopcu, İ. (2019). Restoran işletmelerinin sosyal medya kullanımı: Instagram örneği. Güncel Turizm Araştırmaları Dergisi, 3(1), 49–64.
  12. Fissi, S., Gori, E., Marchi, V., & Romolini, A. (2023). Social media, brand communication and customer engagement in Michelin-starred restaurants during a time of crisis. British Food Journal, 125(13), 16–33.
  13. Gunaningrat, R., Rahayu, I., & Suhatmi, E. C. (2022). Restaurant marketing efforts on Instagram: Influence on consumer behavior. BIRCI-Journal: Budapest International Research and Critics Institute Journal, 5(3), 23300–23310.
  14. Highfield, T., & Leaver, T. (2016). Instagrammatics and digital methods: Studying visual social media, from selfies and GIFs to memes and emoji. Communication Research and Practice, 2(1), 47–62.
  15. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.
  16. Lane, C. (2014). The cultivation of taste: Chefs and the organisation of fine dining. Oxford University Press.
  17. Malik, A. (2023). The role of social media marketing in shaping customer perceptions of modern hospitality brands in Ghana. Journal of Modern Hospitality, 2(1), 37–49.
  18. Manalo, S. (2020). Effectiveness of social media marketing in the restaurant industry. International Journal of Research Studies in Education, 9(7).
  19. Merunková, L., & Šlerka, J. (2019). Goffman's theory as a framework for analysis of self-presentation on online social networks. Masaryk University Journal of Law and Technology, 13(2), 243–276.
  20. Michelin Guide. (2025). The Michelin Guide Türkiye restaurant selection.
  21. Munzel, A., & Kunz, W. (2014). Creators, multipliers, and lurkers: Who contributes and who benefits at online review sites. Journal of Service Management, 25(1), 49–74.
  22. Olaru, G. O. (2023). Michelin yıldızının gastronomi turizmine etkisi: Sosyal medyada tüketici yorumlarına dair bir araştırma. Nişantaşı Üniversitesi Sosyal Bilimler Dergisi, 11(2), 422–442.
  23. Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189–214.
  24. Schmitt, B. (1999). Experiential marketing. Free Press.
  25. Singh, G., & Sharma, R. (2025). The role of user-generated content (UGC) on social media platforms and online review sites in shaping Generation Z's perception of smart hotels in India. International Journal of Environmental Sciences, 11(23), 1983–1996.
  26. Spence, M. (1973). Job market signaling. Quarterly Journal of Economics, 87(3), 355–374.
  27. Şahin, A., Çolakoğlu, Ü., & Özdoğan, O. N. (2021). Research on customer experiences and perceptions for Michelin starred restaurants. Journal of Multidisciplinary Academic Tourism, 6(1), 61–72.
  28. Tajfel, H., & Turner, J. C. (1986). The social identity theory of intergroup behavior. In S. Worchel & W. Austin (Eds.), Psychology of intergroup relations (pp. 7–24). Nelson-Hall.
  29. Pine, B. J., & Gilmore, J. H. (1998). The experience economy. Harvard business review, 76(6), 18-23.
  30. Polat, E., Çelik, F., Ibrahim, B., & Köseoğlu, M. A. (2023). Unpacking the power of usergenerated videos in hospitality and tourism: A systematic literature review. Tourism Review.
  31. Yazıcı Ayyıldız, A., & Kuday, M. İstanbul’da Bulunan Michelin Yıldızlı Restoranların Tripadvisor Yorumlarının Değerlendirilmesi. Journal of Hospitality and Tourism Issues, 5(1), 54-67.
  32. Wahyuni, N., Wachyuni, S. S., Wiweka, K., Saputra, N. G., & Murhadi, M. (2025). Instagram vs. TikTok: Which digital platform is more effective for restaurant industry marketing? Journal of Indonesian Tourism, Hospitality and Recreation.
  33. Zeng, F., Chen, Y., & Li, X. (2022). Short video platforms and consumer engagement: Evidence from TikTok. Journal of Interactive Marketing, 58, 28–41.