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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
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    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.
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    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.

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    More about this item

    Keywords

    Electronic Word of Mouth; Restaurant Marketing; Social media marketing; Online marketing; Marketing communications;
    All these keywords.

    JEL classification:

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

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