Influence of Facebook on Electronic Word of Mouth (e-WoM) and Customers’ Intention to Visit Restaurants in Bangladesh- An Exploratory Study

Sabakun Naher Shetu

Abstract


Purpose

In Bangladesh, more than 3.3 million people are using Facebook, and day by day the numbers are continuously increasing. Online communities are playing an influential role in changing consumers' dining experiences in restaurants. The purpose of this study is to identify the influence of Facebook on electronic word of mouth (e-WoM) and customers' intention to visit restaurants in the Bangladesh context.

Design/ Methodology/Approach

The study uses an online survey (n= 171) and the non-probability, the convenience sampling method was used to collect the data. Both Descriptive statistics and inferential statistics (factor analysis, regression, and multiple regression analysis) were conducted for analyzing purposes.

Findings

Research results indicate that the e-WoM characteristics, Facebook users' characteristics, and customers' intention to visit restaurants all are positively significant. Eventually, e-WoM influence has a positive influence to change dine experiences of customers and make them intend to visit restaurants.  

Research limitations/ implications

The number of respondents should have been increased as well as here most of the respondents are from the students' segment. The other segmented customers' should be reached to get more effective results.

Practical implications

Due to Facebook consumers’ attitude is also shaped by online social surroundings. The marketers can take steps to engage more trustworthy online communities for the better output to reshape customers’ intention to visit restaurants.

Originality/ Value

There is limited research has been conducted based on this topic; especially in the Bangladesh context. e-WoM has a vast impact on these present circumstances that would make differences in consumers' behavior and this is happening. The academicians can address multiple variables to enrich this issue. 

Keywords: Facebook, Electronic Word of Mouth (e-WoM), Customers’ visiting intention, Restaurants, Bangladesh


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References


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