Social media in customer decision-making process: the role of reviews

Abstract

The social media play a very important role for the customers as the user-generated content has a huge influence on their decision-making process. The restaurants that try to set the proper e-marketing strategy need to create the e-customer relation management that interconnect people on social media platforms. How social media impact the customer decision making process? This question was investigated using the triangulation method. The research hypotheses tested if there is different impact on three age groups and the association of online uncontrollable stimuli on consumers’ decision. As a result, various social media sites have a different impact on people in different age. It leads to dissimilarity of likeliness to be connected online and diversity to be attracted by restaurants through various online platforms.