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

Gavin Fox () and Pedro Longart ()
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Gavin Fox: National College of Ireland, Dublin 1, Ireland
Pedro Longart: School of Hospitality and Tourism, Universidad de las Américas, Quito, Ecuador

Tourism and Hospitality Management, 2016, vol. 22, issue 2, 211-223

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 (search for similar items in EconPapers)
JEL-codes: L83 (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:tho:journl:v:22:y:2016:n:2:p:211-223

DOI: 10.20867/thm.22.2.5

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