Social Media on Smartphones for Restaurant Decision-Making Process

Jooyoung Hwang () and Sangwon Park ()
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Jooyoung Hwang: University of Surrey
Sangwon Park: University of Surrey

A chapter in Information and Communication Technologies in Tourism 2015, 2015, pp 269-281 from Springer

Abstract: Abstract Based on the importance of SoCoMo marketing, this study investigates consumers’ activities and the usefulness of social media on smartphones when deciding on a restaurant. More importantly, this research takes into account the three stages of consumption (pre-, during, and post purchasing) separately to understand the heterogeneity in the usage of social media, and considered a situational factor (types of restaurant visited) to identify different functions of social media according to different decision tasks. In order to highlight the “authenticity” of the findings, the ground theory approach was conducted to address the goal of identifying themes based on the descriptions created by the respondents. Thus, this study provides a foundation for the understanding of consumers’ restaurant decision-making behaviour in advanced information technology, and offers practical implications for marketers to develop effective social media marketing.

Keywords: SoCoMo marketing; Social media; Smartphone; Restaurant decision-making; Technology (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-14343-9_20

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DOI: 10.1007/978-3-319-14343-9_20

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