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EMAC 2020 Regional Conference

The Role of Positive and Negative eWOM for Restaurant Information Search Process and Visit Intentions

Published: September 16, 2020


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


eWOM; reference group; information search


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.