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

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.

Año de publicación:

2016

Keywords:

• Online marketing
• Marketing communications
• Electronic word of mouth
• Restaurant marketing
• SOCIAL MEDIA MARKETING

Fuente:

scopus