- Journal of Tourism Leisure and Hospitality
- Cilt: 5 Sayı: 2
- The influence of social media influencers on consumers’ decision making of restaurant choice
The influence of social media influencers on consumers’ decision making of restaurant choice
Authors : Lokman Dinc
Pages : 115-124
Doi:10.48119/toleho.1327974
View : 277 | Download : 560
Publication Date : 2024-01-04
Article Type : Research
Abstract :Purpose of the research: This research aims to examine the influence of social media influencers on consumer decision-making process in restaurant selection. Design/methodology/approach: This research employed questionnaire technique to collect primary data. Snowball sampling technique is employed. The customer journey theory is also adopted as a theoretical underpinning of the study to examine the influence of SMI trust on consumer decision-making of restaurant selection. The research data was analysed using Smart PLS. Findings of the research: The results of the study showed that each steps of consumers decision-making of restaurant selection is positively correlated with trust in SMIs. According to the findings consumers showed tendency feeling desire to visit a restaurant that recommended by an SMIs and, search for information provided by influencers. There is also a significant correlation between trust and evaluating alternatives and buying decisions indicating that consumers are significantly influenced in pre-purchase stage. Significant association between SMI trust and satisfaction and experience sharing shows the significant effect of trust in the post-purchase. Originality/Value: Being one of the first attempts to investigate the influence of social media influencers’ trust on diners’ decisions to choose a restaurant employing customer journey theory. Also, this research makes a contribution to the consumer decision-making journey literature by investigating and providing evidence regarding each step of decision-making journey in the context of restaurant selection.Keywords : Social media, , Restaurant, , Restaurant choice, , Consumer behaviour, , Social media influencers