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The Role of Information Quality, Visual Appeal and Information Facilitation in Restaurant Selection Intention

  • Salmalina SallehEmail author
  • Noor Hazarina Hashim
  • Jamie Murphy
Conference paper

Abstract

The emergence of smartphones, with their multiple functions and applications, are changing behaviour in many ways, particularly among the Gen Y. Instagram, a photo-based application, allows smartphones users to share picture, write comments and include #hashtags in their posts. Drawing upon Consumer Socialization Theory (CST), this paper proposes a framework to understand how this new electronic word of mouth platform affects young consumer's restaurant selection. In addition, this paper investigates the mediating role of perceived diagnosticity on restaurant selection intention. Academically, this paper adds to the paucity of research on photo-based social media, particularly in developing countries, and extends the application of CST to online consumer behaviour research. Moreover, this paper offers ideas for restaurant operators to develop effective social media marketing strategies.

Keywords

Instagram eWOM Perceived diagnosticity Restaurant selection #Hashtags Consumer behaviour 

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Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  • Salmalina Salleh
    • 1
    Email author
  • Noor Hazarina Hashim
    • 1
  • Jamie Murphy
    • 2
  1. 1.Faculty of ManagementUniversity Teknologi MalaysiaJohor BahruMalaysia
  2. 2.Australian Graduate School of ManagementRandwickAustralia

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