Toward a model of Electronic word-Of-mouth in Instagram social network site (case study of restaurant industry)

Abstract

AbstractWith the advent of Internet technologies, traditional word-of-mouth communication has transformed into electronic word-of-mouth communication or EWOM. The influence of EWOM in the hospitality industry is very strong. Hospitality services such as hotels and restaurants cannot be evaluated before consumption. Therefore, buying intangible products and services is more risky, so customers rely more on word of mouth. This study was conducted with the aim of identifying the factors affecting the presentation of EWOM in the Instagram social network in the restaurant industry and providing a local model of these factors. The research approach is quantitative. The model was tested by distributing questionnaires among 384 Instagram users, and the relationships between variables were analyzed by Smart PLS 3 and Spss 26 software. The findings show that restaurant service, brand reputation, and individual, technological, and social factors are effective in electronic word-of-mouth advertising in the restaurant industry on the Instagram social network.IntroductionSocial network sites (SNS’s) are virtual communities that allow people to connect with each other by creating profiles, sharing, and uploading photos and statuses. Due to the participatory and social nature of SNS, consumer conversations about brands are known as word of mouth (WOM) (Chou and Kim, 2011). Word-of-mouth communication through Internet-based technologies is known as electronic word-of-mouth (EWOM) advertising (Jung and Jang, 2011; Henning Tora et al., 2004). EWOM has a very strong impact on the hospitality industry because intangible products, such as restaurant services, cannot be evaluated before consumption. As a result, buying intangible products and services carries more risk, so customers are more dependent on the interpersonal influence of word-of-mouth advertising (Jung and Jang, 2011). With the increasing importance of EWOM, understanding customer behavior from doing it and identifying the factors influencing its dissemination by customers has become more beneficial for managers, especially professional marketers. Most academic studies in this field have examined the effectiveness of EWOM communications and the process by which this factor influences consumer purchasing decisions. Although previous research has examined the drivers of EWOM releases, social networking sites have not been considered and the issue of consumers' intention to do so on social networking sites in the restaurant industry has received little attention in the literature. Therefore, the present study has identified the factors affecting the publication of EWOM by Instagram users in relation to the restaurant industry. As a result of this research, the answer to the question is what are the factors influencing the presentation of EWOM on Instagram in the restaurant industry?Case studyThe aim of this study is to design and present a conceptual model for the factors affecting EWOM among Instagram social network users in the restaurant industry.Materials and Methodologyin this research we seek to provide a local model of factors affecting word of mouth in the restaurant industry in social networks, In the quantitative phase of the research, survey research was used to test the obtained model in the qualitative section and to examine the relationships between variables. Due to the infinity of the statistical population, the statistical sample for the distribution of the questionnaire using the Cochran's formula was estimated 384 people. As a result, 396 electronic questionnaires were randomly distributed among Instagram users, and at the end, 384 correct questionnaires were analyzed. In order to evaluate the validity of the research tool was used by experts. For data analysis, the least squares method has been done using SPSS26 and Smart PLS3 software.Discussion and ResultsThe purpose of this study was to provide an EWOM model on the Instagram as a social network site in the restaurant industry. In this study, taking into account the initial studies and opinions of the interviewees and analyzing the collected data, the data model based on the paradigm model of Strauss and Corbin was obtained using the grounded theory.In a quantitative phase, the hypotheses extracted from the model were tested and all 24 hypotheses were confirmed. Comparison of research findings with other studies in this field shows the effect of food price and quality on restaurant word of mouth on social networks. Consistent with Tan and et al. (2016) The effect of staff attitude on restaurant word-of-mouth advertising on the Instagram social network is consistent with Jung and Jang (2011) studies confirming the positive effect of being seen by virtual friends on restaurant word of mouth, with Kim and et al. (2016) is similar.The positive effect of self efficacy on restaurant word of mouth on social media is consistent with the findings of Hennig-Thurau et al. (2011).Conclusion Based on the results obtained; Restaurant services (quality and price of food, staff attitude, restaurant environment and restaurant diversity), brand reputation, personal factors (self efficacy t and visibility) have a positive and significant effect on restaurant recommendations to others and are the main reasons for consumer participation in EWOM. Individual factors (altruism, expression of feelings, curiosity about the new restaurant experience, appreciation of restaurants and lifestyle), technological and social factors also have a positive and significant effect on restaurant sharing on Instagram. Sharing a restaurant (story, post, comment, mention and restaurant tagging) by consumers has a positive and significant effect on brand awareness, brand loyalty, intention to buy others and restaurant promotion.

Keywords

• electronic word- of- mouth
• social network sites
• instagram
• restaurant services
• mixed method