Graduation Year

2013

Document Type

Thesis

Degree

M.A.

Degree Granting Department

Mass Communications

Major Professor

Justin Brown

Keywords

e-WOM, online reviews, restaurants, social media, social networking sites, user feedback

Abstract

Due to the popularity of social media and an increase in the engagement of social care, traditional word-of-mouth communications has been replaced by electronic word-of-mouth (e-WOM). Facebook, the most popular website in the United States, is home to nearly 18 million brand or business pages and may be accessed by social media-users aiming to engage in social care, which is customer service via social media. Extending existing research, this study employed in-depth interviews to determine whether or not social media-users are affected by the feedback of other users on restaurants' Facebook pages. The results of this study suggest that Facebook is being used as a tool to attain user feedback regarding restaurants and is perceived as a credible tool. The results also suggest that social media-users are mainly affected by others' user feedback when they are researching a restaurant they have not yet experienced. Finally, the findings of this study suggest that restaurants using Facebook should respond to all types of user

feedback, since this practice may result in providing social media-users with a more positive perception of the restaurant.

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