Factors influencing visual electronic word of mouth (e-WOM) on restaurant experience

• Published in: Heritage, Culture and Society: Research agenda and best practices in the hospitality and tourism industry - Proceedings of the 3rd International Hospitality and Tourism Conference, IHTC 2016 and 2nd International Seminar on Tourism, ISOT 2016
• Main Author: Abdullah D.; Hambali M.E.R.M.; Kamal S.B.M.; Din N.; Lahap J.
• Format: Conference paper
• Language: English
• Published: CRC Press/Balkema 2016
• Online Access: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85016195729&partnerID=40&md5=139519924813cbfcb513511363905f34

This study aims to identify the key factors influencing young consumers to post visual e-WOM about their experience as restaurant customers using social media. In this exploratory qualitative study, 30 young consumers who have posted visual information about their restaurant experience were invited and participated in in-depth interviews. The collected data was analyzed using QDA Miner software version 4.1.23. It was found that four major factors influencing young consumers to post visual eWOM in social media i.e. 1) personal, 2) social concerns, 3) social benefit, and 4) helping the company. The implication to restaurateurs were also discussed. © 2016 Taylor & Francis Group, London.