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

Fox, Gavin and Longart, Pedro (2016) Electronic word-of-mouth: Successful communication strategies for restaurants. Tourism and Hospitality Management, 22 (2). pp. 211-223. ISSN 1330-7533

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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.

Item Type:	Article
Uncontrolled Keywords:	Electronic word of mouth; Marketing communications; Online marketing; Restaurant marketing; Social media marketing
Subjects:	H Social Sciences > HF Commerce > Marketing > e Marketing H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Hospitality Industry Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions:	School of Business
Depositing User:	Tamara Malone
Date Deposited:	09 Jul 2025 14:07
Last Modified:	09 Jul 2025 14:07
URI:	https://norma.ncirl.ie/id/eprint/8072

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