Follower engagement with eco-friendly restaurants in Instagram

The dataset includes 3 files employed in the publications "Emojis and Users’ Brand Engagement in Instagram. The Case of Eco-Friendly Restaurants" (Grant AI-SERVICES PID2020-113561RB-I00/AEI/10.13039/501100011033), "Females’ customer engagement with eco-friendly restaurants in Instagram: the role of past visits" (Grant PID2019-111195RB-I00/ AEI / 10.13039/501100011033), and "Engaging consumers through firm-generated content on Instagram" (Grant UV-INV-AE19-1212255).

This dataset enables the analysis of the drivers of female followers' engagement -cognitive, affective and behavioral- with eco-friendly restaurants on Instagram and their influence on brand advocacy and the intention to visit the restaurant. As antecedents, the perceived originality and perceived enjoyment that followers derive from the brand-generated content posted by a restaurant on Instagram are considered. Additionally, attention is given to the moderating effects of followers' attitudes towards the use of emojis in posts and to past visits to the restaurant.