Preliminary communication
https://doi.org/10.20867/thm.22.2.5
Electronic word-of-mouth: successful communication strategies for restaurants
Gavin Fox
; National College of Ireland, Dublin 1, Ireland
Pedro Longart
orcid.org/0000-0001-8595-5778
; 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.
Keywords
Electronic Word of Mouth; Restaurant Marketing; Social media marketing; Online marketing; Marketing communications
Hrčak ID:
168488
URI
Publication date:
18.11.2016.
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