SOCIAL MEDIA INFLUENCERS AND ELECTRONIC WORD OF MOUTH: THE COMMUNICATION IMPACT ON RESTAURANT PATRONIZING

2021 ◽  
Vol 14 (8) ◽  
pp. 46-56
Author(s):  
Rida Azim ◽  
Praveen Balakrishnan Nair
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Quantitative Methodology ◽  
Intention To Purchase ◽  
Beverage Industry ◽  
Food And Beverage Industry ◽  
The Social ◽  
Food And Beverage ◽  
Business Entities

Innovative forms of digital communications using blogging, vlogging, etc. have led to wider recognition and acceptance of social media influencer marketing by business entities. The purpose of this study is to explore the characteristics of electronic Word of Mouth (eWOM) generated by food blogging, that has an impact on consumers when they seek out the reviews by social media influencers to make dining decisions. More precisely, the study identifies four independent variables; The expertise of Source (EX); Popularity of Source (PO); Convenience of Information (CO) and Familiarityof Source (FA); and examines its impact on consumers’ Intention to Purchase (IN). The study starts off with a discussion of the coming of digital marketing communication, allowing traditional word of mouth marketing to evolve into the electronic word of mouth. The study followed quantitative methodology and the data was gathered using self-administered questionnaires. 353 usable responses were received, and the data were statistically analyzed using SPSS. The results show that the consumers’ the intention was strongly impacted by the familiarity of source and convenience of information, while the correlation is low for the expertise of source and popularity of source. The findings fill in the lack of studies in this area, specific to the food and beverage industry in the geographical context, and provide marketers a clearer picture of what is being valued by the consumers when they seek out opinions by the social media influencers. This in turn helps their decision-making when choosing food bloggers as part of their social media marketing strategy.

scholarly journals The Influence of the Digital Supply Chain on Operational Performance: A Study of the Food and Beverage Industry in Indonesia

2021 ◽  
Vol 13 (9) ◽  
pp. 5109
Author(s):  
Mohammad Agung Saryatmo ◽  
Vatcharapol Sukhotu
Keyword(s):  
Supply Chain ◽  
Cost Reduction ◽  
Manufacturing Industry ◽  
Operational Performance ◽  
Quantitative Methodology ◽  
Chain Management ◽  
Digital Era ◽  
Beverage Industry ◽  
Food And Beverage Industry ◽  
Food And Beverage

In this rapidly developing digital era, digital transformations take place within every industry, and they have effects on the management of the supply chains. The aim of this study is to delve into the influence of the digital supply chain on the quality, productivity, and cost reduction aspects of operational performance. This study relies on quantitative methodology and data collected from the food and beverage industry of Indonesia. Data from a survey comprising a total of 209 responses were selected for investigation. PLS-SEM was used to perform the analysis. The investigation reveals that the digital supply chain has significant effects on operational performance in terms of quality, productivity, and cost reduction performance. This study contributes to the understanding of supply chain management by addressing the knowledge gap associated with the digital supply chain. In particular, it has concentrated on the hitherto unresearched effect of operational performance in the context of the Indonesian manufacturing industry.

E-Loyalty Towards Mobile Applications in Online Food Ordering Business Model

2021 ◽  
pp. 264-278
Author(s):  
Riska Fauzi Sanandra ◽  
Praveen Balakrishnan Nair
Keyword(s):  
Mobile Apps ◽  
Marketing Channel ◽  
Quantitative Methodology ◽  
Use Of Technology ◽  
Beverage Industry ◽  
Food And Beverage Industry ◽  
The World ◽  
Food And Beverage ◽  
Main Factors ◽  
Facilitating Conditions

Within the mobile commerce space across the world, a major visible trend is the usage of mobile apps in food and beverage industry. Despite the rapid interest in mobile apps and their potential marketing effects, there is limited research on the usage of mobile apps as a convincing marketing channel for online food ordering. This study used the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) as a theoretical foundation to explore the main factors influencing the customers' e-loyalty towards mobile food ordering applications in Indonesia. Quantitative methodology was used, and data from a total of 358 questionnaires were used for analysis. The findings showed that habit along with social influence, performance expectancy, and facilitating conditions has positively influenced customers' e-loyalty towards mobile food ordering apps.

Storytelling as an Approach to Voice Complaints and eWOM on Social Media/Facebook

2020 ◽  
pp. 49-68
Author(s):  
Xiang Ying Mei ◽  
Ingrid K. Bagaas ◽  
Erling K. L. Relling
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Service Recovery ◽  
Recovery Process ◽  
The Internet ◽  
Electronic Word Of Mouth ◽  
Customer Complaints ◽  
The Social ◽  
Positive Effect

Customer complaints are unavoidable in any businesses and how firms handle such complaints will affect the public's perception of the company's brand and reputation. While storytelling is being embraced by an increasing number of companies as a different way to communicate their brand, many customers are now also using storytelling as an approach to voice their unfavourable experiences on the social media in regards to a particular unsatisfactory purchase as part of electronic word-of-mouth (eWOM). Such creative and humorous complaints serve as a way to cut through the clutter in order to gain the company's attention. Those companies that embrace such complaints by responding in an equally humorous and creative manner as part of their service recovery process will manage to recover their customers as well as their employees. As such posts are often shared publicly on the Internet, they may become viral and thus can create great positive effect on the company's reputation. Hence, it is important to empower the employees to recover the services using untraditional responses.

Storytelling as an Approach to Voice Complaints and eWOM on Social Media/Facebook

2021 ◽  
pp. 1373-1392
Author(s):  
Xiang Ying Mei ◽  
Ingrid K. Bagaas ◽  
Erling K. L. Relling
Keyword(s):  
Social Media ◽  
Word Of Mouth ◽  
Service Recovery ◽  
Recovery Process ◽  
The Internet ◽  
Electronic Word Of Mouth ◽  
Customer Complaints ◽  
The Social ◽  
Positive Effect

Customer complaints are unavoidable in any businesses and how firms handle such complaints will affect the public's perception of the company's brand and reputation. While storytelling is being embraced by an increasing number of companies as a different way to communicate their brand, many customers are now also using storytelling as an approach to voice their unfavourable experiences on the social media in regards to a particular unsatisfactory purchase as part of electronic word-of-mouth (eWOM). Such creative and humorous complaints serve as a way to cut through the clutter in order to gain the company's attention. Those companies that embrace such complaints by responding in an equally humorous and creative manner as part of their service recovery process will manage to recover their customers as well as their employees. As such posts are often shared publicly on the Internet, they may become viral and thus can create great positive effect on the company's reputation. Hence, it is important to empower the employees to recover the services using untraditional responses.

scholarly journals Social Media in Food and Beverages Industry: Case of Klang Valley, Malaysia

2017 ◽  
Vol 12 (6) ◽  
pp. 121 ◽  
Author(s):  
Ilangovan Perumal ◽  
Uma Devi Krisnan ◽  
Nur Syahirah Binti Abdul Halim
Keyword(s):  
Social Media ◽  
Pearson Correlation ◽  
Research Question ◽  
Quantitative Research Methods ◽  
Independent Variables ◽  
Food And Beverages ◽  
Factors Influencing ◽  
Beverage Industry ◽  
Food And Beverage Industry ◽  
Food And Beverage

Social media marketing plays an important role for the food and beverages industry either new or existing companies. The main objective of this study is to determine the factors influencing the usage of social media as a marketing medium in the food and beverage industry. The study was conducted to test the research question and hypotheses. Data was gathered from quantitative research methods. This research investigate the factors influencing the usage of social media as a marketing media in the food and beverage industry. A total of 198 respondents were participated in this research. Questionnaire has been used to collect the information from respondents to measurement and quantify the respondent’s response with the help of 5 point Likert scale (which indicate 1 = strongly disagree, to 5 = strongly agree). Data collected was analyzed using Pearson Correlation Coefficient and Multiple Regression Analysis. Result shows two of the independent variables; brand awareness and customer acquisition and retention have positive significant value and strong relationship with the dependent variable, the other two independent variables; information platform and feedback have negative significant value relationship with the dependent variable.

scholarly journals FAKTOR-FAKTOR YANG MEMENGARUHI GETOK TULAR PADA USAHA RESTORAN WARALABA DI JAKARTA

2018 ◽  
Vol 2 (1) ◽  
Author(s):  
Glisina Dwinoor Rembulan
Keyword(s):  
Large Scale ◽  
Word Of Mouth ◽  
Online Media ◽  
Consumption Choices ◽  
Beverage Industry ◽  
Food And Beverage Industry ◽  
Food And Beverage ◽  
Voting System ◽  
Quality Of Food

<p><em>In 2017 the number of franchise turnover in Indonesia reached 200 trillion </em><em>rupiah </em><em>with a composition of 65% contributed by foreign franchises and 35% came from local franchises. The food and beverage industry sector also contributes 80 percent of the total franchise turnover in Indonesia. Based on data from the Ministry of Tourism of Indonesia, restaurant businesses with medium and large scale increased in number even though based on the percentage of growth slowed down. From 2008-2011 the restaurant business experienced an increase of 600 units of restaurants. This explains that restaurant businesses, especially food and beverages, have a high appeal to people's consumption choices. Various factors of attraction and weakness of a franchise restaurant is not uncommon to be a discussion and recommendation of the community either directly or online media. This study aims to measure whether influenza is influenced by the quality of food, the quality of restaurant officers, and the appearance of the restaurant. This study used multiple regression and SPSS 24 to analyze the data. The result of this research explains that partially </em><em>word of mouth</em><em> is not influenced by the quality of food, the quality of the restaurant officer, and the appearance of the restaurant. Simultaneously, these factors have an effect on the word of mouth. The use and socialization of the voting system and comments on the factors in this study can help the restaurant franchise business in the formation and dissemination of public spirits.</em></p><p><strong><em> </em></strong></p><p><strong><em>Keywords:</em></strong><em> Restaurant, franchise, word of mouth</em><em></em></p><p> </p>

scholarly journals Buyer Behavioural Impact Of Electronic Word Of Mouth Among Youngsters Towards Smart Watches In Chennai City

2021 ◽  
Vol 12 (10) ◽  
pp. 5723-5726
Author(s):  
Mrs.Hameedunissa, Et. al.
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Word Of Mouth ◽  
Electronic Word Of Mouth ◽  
Buyer Behavior ◽  
The People ◽  
The Social ◽  
Chennai City ◽  
The Impact ◽  
Social Media Network

Tremendous growth of technology enhanced the consumers to share their opinion on the products and services they consume. The consumers are capable of analyze the information through various sources in the social media network. The social media plays a pivotal role on scattering the information on products and services. The term Electronic Word of Mouth (EWOM) refers to the process of influencing buyer through the social media. The study focuses on the factors influencing buyer behavior and evaluates the impact of electronic word of mouth on purchasing smart watches. Questionnaires were distributed to the respondents through Google form using convenience sampling method. The electronic word of mouth made by anonymous, family and friends on social media network sites have influenced on purchase intention of respondents. The EWOM are shared by unpaid user and they became organic promoter for product and services. The social media users trust the other users review and referral as the information are communicated by prior purchaser. The EWOM influence the people to buy the product and services from the various referrals shared in social media.

Investigating the antecedents of e-commerce satisfaction in social commerce context

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Razaz Waheeb Attar ◽  
Mohana Shanmugam ◽  
Nick Hajli
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Theory And Practice ◽  
Social Commerce ◽  
Content Type ◽  
Beverage Industry ◽  
Food And Beverage Industry ◽  
Food And Beverage ◽  
The Relationship

PurposeSocial media is still influencing consumers and is extending social commerce (S-Commerce) use. Different social media activities can influence the users' trust and e-satisfaction at different levels, which in turn influence the purchase intentions. This is evident for the food and beverage industry as S-Commerce mediated by social media can help realise a shorter time to market and meet buyer demands. In addition, credibility factors may influence trust and purchase intentions. Understanding the various factors of influence such as social constructs, namely ratings, reviews and referrals; design constructs such as credibility and features and behavioural constructs such as trust, satisfaction and motivation; and analysing the relationship between these factors and how they influence purchase intentions can provide deeper insights into S-Commerce research, decision-making process and purchase intentions particularly from a food and beverage context.Design/methodology/approachDrawing on trust through social media activities and surface credibility as well as e-commerce satisfaction, the authors have proposed a research model to investigate the purchase intention of consumers in S-Commerce platforms. Survey data were collected from six countries in Asia and analysed using SEM-PLS.FindingsResults indicated that both trust and surface credibility significantly influence e-commerce satisfaction leading to purchase intention. Furthermore, surface credibility, which is a novel predictor for purchase intention in S-Commerce context, is highly significant on e-commerce satisfaction. Besides, encouraged by surface credibility, it was identified that trust significantly affects e-commerce satisfaction and results in purchase intention. This research adds contribution to theory and practice in S-Commerce stream as discussed at the end of the paper.Originality/valueThe results of this research contribute to the S-Commerce literature and have practical implications for practitioners in the food and beverage industry. As such, focussing on these constructs, this paper analyses the relationship between the social media activities, trust, e-commerce satisfaction, surface credibility and intention to buy.

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