THE DETERMINANTS OF ELECTRONIC WORD OF MOUTH’ INFLUENCE IN ALGERIAN CONSUMER CHOICE: THE CASE OF RESTAURANT INDUSTRY
THE DETERMINANTS OF ELECTRONIC WORD OF MOUTH’ INFLUENCE IN ALGERIAN CONSUMER CHOICE: THE CASE OF RESTAURANT INDUSTRY
Author(s): Amel Graa, Soumia AbdelhakSubject(s): Micro-Economics, Marketing / Advertising, Tourism, ICT Information and Communications Technologies
Published by: Univerzita J. Selyeho, Fakulta ekonómie a informatiky
Keywords: Electronic word of mouth; Polarity; Source Credibility; Receiver Expertise; Restaurant Industry;
Summary/Abstract: In contemporary hospitality marketing, online opinions are well known as one of the key factors, given the influence they have on customers’ purchasing decisions. For restaurant choice, it seems that consumers trust the electronic word of mouth more than advertising itself. The paper aims to determine the characteristics of word-of-mouth (Content and Source) that most influence its use by online social networks members. In addition, Receiver Experience is suggested as a moderator. In order to carry out this study, we conducted an online survey with a sample of 250 Facebook users. To test our hypotheses, we adopted the structural equation modelling with the PLS approach. Results confirm that Facebook users trust the information given by known persons and place more importance on the polarity of the reviews than other electronic WOM determinants.
Journal: Acta Oeconomica Universitatis Selye
- Issue Year: 9/2020
- Issue No: 2
- Page Range: 35-47
- Page Count: 13
- Language: English