Power of Social Media Marketing: How Perceived Value Mediates the Impact on Restaurant Followers’ Purchase Intention, Willingness to Pay a Premium Price, and E-WoM?

Meimona Abdelrhim Bushara, Ahmed Hassan Abdou (), Thowayeb H. Hassan, Abu Elnasr E. Sobaih, Abdullah Saleh Mohammed Albohnayh, Waleed Ghazi Alshammari, Mohammed Aldoreeb, Ahmed Anwar Elsaed and Mohamed Ahmed Elsaied
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Meimona Abdelrhim Bushara: Economics Department, College of Applied Sciences and Community Service, King Faisal University, Al-Ahsa 31982, Saudi Arabia
Ahmed Hassan Abdou: Social Studies Department, College of Arts, King Faisal University, Al-Ahsa 31982, Saudi Arabia
Thowayeb H. Hassan: Social Studies Department, College of Arts, King Faisal University, Al-Ahsa 31982, Saudi Arabia
Abu Elnasr E. Sobaih: Management Department, College of Business Administration, King Faisal University, Al-Ahsa 31982, Saudi Arabia
Abdullah Saleh Mohammed Albohnayh: Department of Education and Psychology, College of Education, King Faisal University, Al-Ahsa 31982, Saudi Arabia
Waleed Ghazi Alshammari: Department of Education and Psychology, College of Education, King Faisal University, Al-Ahsa 31982, Saudi Arabia
Mohammed Aldoreeb: Department of Education and Psychology, College of Education, King Faisal University, Al-Ahsa 31982, Saudi Arabia
Ahmed Anwar Elsaed: Hotel Studies Department, Faculty of Tourism and Hotels, Mansoura University, Mansoura 35516, Egypt
Mohamed Ahmed Elsaied: Hotel Studies Department, Faculty of Tourism and Hotels, Mansoura University, Mansoura 35516, Egypt

Sustainability, 2023, vol. 15, issue 6, 1-22

Abstract: The introduction of social media in the restaurant sector has changed the manner in which customers communicate with businesses. Social media marketing activities (SMMAs), such as customization, entertainment, trendiness, and interaction may have a substantial impact on followers’ perceived value and consumer behavioral intentions. Therefore, this research aims to investigate the impact of SMMAs on restaurant social media followers’ purchase intentions (PUR), willingness to pay a premium price (WPP), and e-WoM. Additionally, drawing on the Stimulus-Organism-Response (S-O-R) model, we seek to explore the mediation impact of perceived value (PV) in these relationships. To achieve this, an online questionnaire was developed for data collection from a convenience sample of casual-dining restaurant followers in Saudi Arabia. A sample of 433 social media followers was studied using PLS-SEM for testing the study hypotheses. The findings highlighted the significant positive impact of SMMAs on followers’ PV, PUR, e-WoM, and WPP. Further, PV partially significantly mediated the relationship between SMMAs and their consequences. Consequently, providing relevant, up-to-date, and entertaining content; responsiveness to customer needs and feedback; and positive brand engagement significantly contributed to enhancing restaurant followers’ perceived value, which sequentially improves their purchase intention, boosts positive e-WoM, and promotes the possibility of WPP for restaurant products and services. This research provides restaurant operators and marketers with valuable insights into how SMMAs influence followers’ behavioral intentions and enhances their understanding of how perceived value can be utilized to capitalize on the benefits of social media.

Keywords: marketing; digital marketing; purchasing intent; electronic word-of-mouth; social media followers; casual dining restaurant; restaurant industry (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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