IDEAS home Printed from https://ideas.repec.org/a/tho/journl/v22y2016n2p211-223.html

Electronic word-of-mouth: successful communication strategies for restaurants

Author

Listed:
  • Gavin Fox

    (National College of Ireland, Dublin 1, Ireland)

  • Pedro Longart

    (School of Hospitality and Tourism, Universidad de las Américas, Quito, Ecuador)

Abstract

Purpose – A great deal has been discussed about the importance of using social media in marketing communications programmes because of mistrust in marketer-generated communications and more particularly for generating electronic word of mouth (e-WOM). However, it is not clear what types and styles of communication serve better the purpose using effectively social media for generating positive e-WOM. This study is aimed at exploring the types and styles of communication that work more effectively towards that purpose. Design – The study was conducted in Dublin, Ireland and is qualitative in nature. Methodology – This research involved semi-structured, in-depth interviews with restaurant marketers who currently use social media as part of the integrated marketing communications strategies; it also included a focus group and two sub-sequent personal interviews with restaurant consumers who actively use social media. Approach – A thematic analysis was conducted so as to first investigate the central topics surrounding the stimulation of positive e-WOM and styles and types of communication. Findings – Further analysis of the themes pointed to a number of practical implications which in turn led to the formulation of four (4) practical recommendations for restaurant marketers. Originality – This is the first practical paper that looks into the content, style and type of communication for effective stimulation of e-WOM in the restaurant context.

Suggested Citation

  • Gavin Fox & Pedro Longart, 2016. "Electronic word-of-mouth: successful communication strategies for restaurants," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 22(2), pages 211-223, December.
    • Handle: RePEc:tho:journl:v:22:y:2016:n:2:p:211-223
    DOI: 10.20867/thm.22.2.5
    as

    Download full text from publisher

    File URL: http://hrcak.srce.hr/file/248665
    Download Restriction: no
    File URL: https://libkey.io/10.20867/thm.22.2.5?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. King, Robert Allen & Racherla, Pradeep & Bush, Victoria D., 2014. "What We Know and Don't Know About Online Word-of-Mouth: A Review and Synthesis of the Literature," Journal of Interactive Marketing, Elsevier, vol. 28(3), pages 167-183.
    2. Sultan, Fareena & Rohm, Andrew J. & Gao, Tao (Tony), 2009. "Factors Influencing Consumer Acceptance of Mobile Marketing: A Two-Country Study of Youth Markets," Journal of Interactive Marketing, Elsevier, vol. 23(4), pages 308-320.
    3. Nelson, Phillip, 1970. "Information and Consumer Behavior," Journal of Political Economy, University of Chicago Press, vol. 78(2), pages 311-329, March-Apr.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Jose Ramon Saura & Ana Reyes-Menendez & Cesar Alvarez-Alonso, 2018. "Do Online Comments Affect Environmental Management? Identifying Factors Related to Environmental Management and Sustainability of Hotels," Sustainability, MDPI, vol. 10(9), pages 1-20, August.
    2. Firas Alnaser & Mahmoud Alghizzawi & Ghaith Abualfalayeh & Fandi Omeish & Sager Alharthi & Saed R. Al Koni, 2024. "The Impact of Social Media Marketing Activities on Purchase Intention," International Review of Management and Marketing, Econjournals, vol. 14(6), pages 288-300, October.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Verma, Deepak & Prakash Dewani, Prem & Behl, Abhishek & Pereira, Vijay & Dwivedi, Yogesh & Del Giudice, Manilo, 2023. "A meta-analysis of antecedents and consequences of eWOM credibility: Investigation of moderating role of culture and platform type," Journal of Business Research, Elsevier, vol. 154(C).
    2. Gallo, Iñigo & Townsend, Claudia & Alegre, Inés, 2019. "Experiential product framing and its influence on the creation of consumer reviews," Journal of Business Research, Elsevier, vol. 98(C), pages 177-190.
    3. Belvaux, Bertrand & Mencarelli, Rémi, 2021. "Prevision model and empirical test of box office results for sequels," Journal of Business Research, Elsevier, vol. 130(C), pages 38-48.
    4. Robert Zinko & Paul Stolk & Zhan Furner & Brad Almond, 2020. "A picture is worth a thousand words: how images influence information quality and information load in online reviews," Electronic Markets, Springer;IIM University of St. Gallen, vol. 30(4), pages 775-789, December.
    5. Reckmann, Tobias, 2017. "Intellectual Structure and Emancipation of Word of Mouth Research: A Bibliometric Analysis of a Multidisciplinary Research Field," EconStor Preprints 179913, ZBW - Leibniz Information Centre for Economics.
    6. Kyle Bagwell & Garey Ramey, 1988. "Advertising and Limit Pricing," RAND Journal of Economics, The RAND Corporation, vol. 19(1), pages 59-71, Spring.
    7. Bernd Süssmuth, 2012. "The Econometric Analysis of Willingness to Pay for Intangibles with Experience Good Character," Chapters, in: Wolfgang Maennig & Andrew Zimbalist (ed.), International Handbook on the Economics of Mega Sporting Events, chapter 14, Edward Elgar Publishing.
    8. Heineck, Guido & Süssmuth, Bernd, 2013. "A different look at Lenin’s legacy: Social capital and risk taking in the Two Germanies," Journal of Comparative Economics, Elsevier, vol. 41(3), pages 789-803.
    9. Anindya Ghose & Avi Goldfarb & Sang Pil Han, 2013. "How Is the Mobile Internet Different? Search Costs and Local Activities," Information Systems Research, INFORMS, vol. 24(3), pages 613-631, September.
    10. Thunström, Linda & Nordström, Jonas & Shogren, Jason F., 2015. "Certainty and overconfidence in future preferences for food," Journal of Economic Psychology, Elsevier, vol. 51(C), pages 101-113.
    11. J. K. Pappalardo, 2022. "Economics of Consumer Protection: Contributions and Challenges in Estimating Consumer Injury and Evaluating Consumer Protection Policy," Journal of Consumer Policy, Springer, vol. 45(2), pages 201-238, June.
    12. repec:ebl:ecbull:v:10:y:2004:i:8:p:1-8 is not listed on IDEAS
    13. Alexander, Corinne E., 2002. "The Role Of Seed Company Supplied Information In Farmers' Decisions," 2002 Annual meeting, July 28-31, Long Beach, CA 19617, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    14. Mtimet, Nadhem & Ujiie, Kiyokazu & Kashiwagi, Kenichi & Zaibet, Lokman & Nagaki, Masakazu, "undated". "The effects of Information and Country of Origin on Japanese Olive Oil Consumer Selection," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 114642, European Association of Agricultural Economists.
    15. Dhaval M. Dave, 2013. "Effects of Pharmaceutical Promotion: A Review and Assessment," NBER Working Papers 18830, National Bureau of Economic Research, Inc.
    16. Filistrucchi, L. & Ozbugday, F.C., 2012. "Mandatory Quality Disclosure and Quality Supply : Evidence from German Hospitals," Other publications TiSEM 680b0e3e-d3f5-4b91-9803-8, Tilburg University, School of Economics and Management.
    17. Wei He & Chenyuan Jin, 2024. "A study on the influence of the characteristics of key opinion leaders on consumers’ purchase intention in live streaming commerce: based on dual-systems theory," Electronic Commerce Research, Springer, vol. 24(2), pages 1235-1265, June.
    18. Yucheng Zhang & Zhiling Wang & Lin Xiao & Lijun Wang & Pei Huang, 2023. "Discovering the evolution of online reviews: A bibliometric review," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-22, December.
    19. Shobhit Kakaria & Aline Simonetti & Enrique Bigne, 2024. "Interaction between extrinsic and intrinsic online review cues: perspectives from cue utilization theory," Electronic Commerce Research, Springer, vol. 24(4), pages 2469-2497, December.
    20. Rosillo-Díaz, Elena & Muñoz-Rosas, Juan Francisco & Blanco-Encomienda, Francisco Javier, 2024. "Impact of heuristic–systematic cues on the purchase intention of the electronic commerce consumer through the perception of product quality," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    21. Fabrizio Adriani & Giancarlo Marini & Pasquale Scaramozzino, 2009. "The Inflationary Consequences of a Currency Changeover on the Catering Sector: Evidence from the Michelin Red Guide," Oxford Bulletin of Economics and Statistics, Department of Economics, University of Oxford, vol. 71(1), pages 111-133, February.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:tho:journl:v:22:y:2016:n:2:p:211-223. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ana Montan The email address of this maintainer does not seem to be valid anymore. Please ask Ana Montan to update the entry or send us the correct address (email available below). General contact details of provider: http://www.fthm.uniri.hr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.