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Social Media on Smartphones for Restaurant Decision-Making Process

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Book cover Information and Communication Technologies in Tourism 2015

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.

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Author information

Authors and Affiliations

  1. School of Hospitality and Tourism Management, University of Surrey, Guildford, UK

    Jooyoung Hwang & Sangwon Park

Authors
  1. Jooyoung Hwang
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  2. Sangwon Park
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Corresponding author

Correspondence to Jooyoung Hwang .

Editor information

Editors and Affiliations

  1. School of Hospitality Business Management, Carson College of Business, Washington State University, Vancouver, Washington, USA

    Iis Tussyadiah

  2. Faculty of Management, Bournemouth University, Poole, Dorset, United Kingdom

    Alessandro Inversini

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Hwang, J., Park, S. (2015). Social Media on Smartphones for Restaurant Decision-Making Process. In: Tussyadiah, I., Inversini, A. (eds) Information and Communication Technologies in Tourism 2015. Springer, Cham. https://doi.org/10.1007/978-3-319-14343-9_20

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