The Role of Positive and Negative eWOM for Restaurant Information Search Process and Visit Intentions
(R2020-84917)

AUTHORS

Melika Husić-Mehmedović, University of Sarajevo, School of Economics and Business; Maja Arslanagic-Kalajdzic, University of Sarajevo; Alisa Mujkić, School of Economics and Business Sarajevo

KEYWORDS

eWOM; reference group; information search

ABSTRACT

This study examines the effect of positive and negative effects of eWOM in the context of restaurant services. We use information search processing theory in the consumers’ decision-making process, theory of reasoned action, as well as the role of reference groups as a background. Empirical study conducted throughs survey (Study 1) and an experiment (Study 2) has shown that a negative eWOM has a stronger role in importance of online information search for visit-decision making, while within experimental study Facebook friend recommendation presents a main source of information in this process. Based on findings, we present theoretical and practical contributions.