Browsing by Author "Stoitzner, Nicola Mirjam Ursula"
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- The effect of different types of online reviews on Instagram regarding users’ choice of a restaurantPublication . Stoitzner, Nicola Mirjam Ursula; Souto, Daniela Langaro da Silva doThe digital transformation in the hospitality and tourism industry has led to a multitude of upheavals and the development of new communication channels. Social media platforms have been widely used for the purpose of sharing information between consumers about products and services. More users share their experiences with restaurants with an online audience that goes far beyond their personal contacts. Online reviews provide valuable information for potential customers to facilitate their purchase decision. Additionally, restaurant managers benefit from feedback systems, as they are able to assess strengths and weaknesses of their services. Previous studies have shown that electronic Word-of-Mouth has had a significant effect on consumers’ decision-making process in the hospitality industry. The restaurant sector in particular is one of the most strongly influenced by social media platforms such as Instagram. This research study focuses on the effect of different types of online reviews on Instagram regarding users’ choice of a restaurant. An empirical approach was chosen to evaluate the effects of reviews on Instagram on consumer behavior in the restaurant sector. A survey designed to gain insights into user`s responses to relevant Instagram content collected 316 valid responses. The results show that content showcasing food quality, service quality and restaurant atmosphere has a significant and positive impact on trust, customer perceived value and thereby, purchase intention. This study provides valuable information to restaurants, identifies areas of research that can help them understand the power of Instagram and take advantage of online reviews on Instagram as a new marketing tool.