Instagramable experiences at brunches in Lisbon: search for taste or likes?

Research output: Contribution to journalArticlepeer-review


This article focuses on the increasing search for instagramable experiences, as consumers prefer attractive settings for photos aimed at Instagram posting. We explored a comparative case study of brunches in Lisbon. To explore if attractivity of place, decoration, and presentation of food influences consumer choices, we used non-participant observation and interviews to consumers. We also conducted content analysis of posts, comparing the brands’ profiles with user-generated content using hashtags and geolocation. Our findings reveal a strong similarity between branded and user-generated content, as branded content struggles to be authentic, spontaneous, and “amateur”, and users increasingly follow an “instagramism” aesthetics. Users acknowledge that enjoying the food is intertwined with experiencing the place and being able to reflect/project that experience on their digital lives.
Translated title of the contributionExperiências instagramáveis nos brunches em Lisboa: busca por sabor ou likes?
Original languageEnglish
Pages (from-to)1-24
Number of pages24
JournalComunicação Pública
Issue number32
Publication statusPublished - 30 Jun 2022


  • Phygital
  • Prosumers
  • Social media marketing
  • Instagramable
  • Instagramable experiences


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