Creating brand confidence to gastronomic consumers through social networks – a report from Novi Sad Tamara Gajic Department of Tourism, University Business Academy in Novi Sad, Novi Sad, Serbia and Department for Tourism and Hospitality, Institute of Sport, Tourism and Service, South Ural State University, Chelyabinsk, Russian Federation Milan Radovanovic Department for Tourism and Hospitality, Institute of Sport, Tourism and Service, South Ural State University, Chelyabinsk, Russian Federation and Geographical Institute “Jovan Cvijic”, SASA, Belgrade, Serbia, and Tatiana Tretiakova and Julia Syromiatnikova Department for Tourism and Hospitality, Institute of Sport, Tourism and Service, South Ural State University, Chelyabinsk, Russian Federation Abstract Purpose – Novi Sad, as the second largest city in Serbia, is nominated for the European Capital of Culture for 2021. In addition, the city has a rich traditional gastronomic resource base, belonging to over 16 nationalities living in the Vojvodina area (Autonomous Province of Serbia). This study aims to analyze the impact of Instagram, on the choice of catering facility and type of food, and to discover the extent to which it creates confidence to gastronomic consumers and the brand of the product or service. Design/methodology/approach – The study presents a survey, which involves sharing survey questionnaires and gathering information from research participants. The sample of the survey included only the local population during 2019 year, on a random sample of 155 participants. Findings – Of the total number of respondents, the highest percentage of them follow Instagram posts related to gastronomic objects, compared to other social networks. The results of this study undoubtedly show that consumers have great confidence in this social network and that it creates a certain brand and attitude on the basis of which consumers will choose a catering facility or food. Practical implications – The process of interviewing people in gastronomy, regarding the impact of social networks on brand, attitude and consumer confidence, can provide an excellent insight into the current situation as well as influence changes that would contribute to better business of restaurant facilities in Serbia. Social implications – Doing survey research is much more significant in the field of tourism and gastronomy, as these are industries that are primarily the human sector. The personal attitude of the direct users of the services in the restaurant facilities can contribute to the overall picture of the state of gastronomy in this area. Originality/value – The study contributes to the development of contemporary gastronomy, which is on the rise compared to many other branches of the economy in Serbia. Researching the impact of service The research was supported by Ministry of Education, Science and Technological Development, Serbia (Grant No. III 47007) and from RUDN University in Program 5–100 in Russian Federation. Creating brand confidence Received 22 April 2020 Revised 23 June 2020 1 August 2020 Accepted 5 August 2020 Journal of Place Management and Development © Emerald Publishing Limited 1753-8335 DOI 10.1108/JPMD-04-2020-0033 The current issue and full text archive of this journal is available on Emerald Insight at: https://www.emerald.com/insight/1753-8335.htm