The advent of digitalization has significantly transformed the dynamics of consumer decision-making in the restaurant industry. Electronic Word-of-Mouth (e-WOM) has become a pivotal tool in shaping consumer preferences and choices. This research aimed to delve into the key elements influencing the role of e-WOM in choosing midsize restaurants in Paris, thereby providing insightful implications for restaurateurs and marketers. The study adopted a mixed-methods approach, combining a comprehensive online survey of restaurant-goers with qualitative interviews conducted with a selection of restaurant industry stakeholders in Paris. These methodologies allowed for an in-depth exploration of how e-WOM influences consumer decision-making in the context of Parisian midsize restaurants. The research identified five crucial elements that contribute to the effectiveness of e-WOM in the selection process: the credibility of the source, the relevance of the information, the sentiment of the review, the volume of e-WOM, and the presence of personalized recommendations. This study underscores the profound impact of these elements on consumer decision-making in the Parisian restaurant scene. In conclusion, this research suggests that to harness the power of e-WOM, midsize restaurants in Paris should focus on enhancing these key elements in their online presence. The findings provide a valuable reference for restaurant owners, marketers, and digital strategists, in formulating effective strategies for leveraging e-WOM in the highly competitive restaurant industry in Paris.
Tạp chí: International Interdisciplinary Congress of Women in Science, "Diversity, Careers, Interdisciplinarity", January 13-14, 2023, Venue: Sivas Cumhuriyet University, Sivas, Türkiye, in partnership with Association of Women in Science- BİLKADER
Tạp chí: The 5. INTERNATIONAL KARS CONGRESS ON SCIENTIFIC RESEARCH Agriculture, Biology, Zoology, Veterinary, Natural Sciences, Animal Farming, Food Iksad Institute March 17-19, 2023 , Kars Turkiye
Tạp chí: The 8th INTERNATIONAL NEW YORK CONFERENCE ON EVOLVING TRENDS IN INTERDISCIPLINARY RESEARCH & PRACTICES May 1-3, 2023 Manhattan, New York City, USA
Tạp chí: The International Conference on Global Practice of Multidisciplinary Scientific Studies-IV Turkish Republic of Northern Cyprus April 28-30, 2023
Tạp chí khoa học Trường Đại học Cần Thơ
Lầu 4, Nhà Điều Hành, Khu II, đường 3/2, P. Xuân Khánh, Q. Ninh Kiều, TP. Cần Thơ
Điện thoại: (0292) 3 872 157; Email: tapchidhct@ctu.edu.vn
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