Millennials’ Hotel Restaurant Visit Intention: An Analysis of Key Online Opinion Leaders’ Digital Marketing Content

Li, Zhuo; Chan, Chantel; Chen, Yi-Fan; Chan, Wilco Wai Hung; Im, Ut Lon

doi:10.1080/1528008x.2023.2219467

Cited by 4 publications

(3 citation statements)

References 78 publications

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“…Influencer marketing has emerged as a highly impactful strategy due to the engaged audiences these KOLs attract. Selecting professional and charismatic KOLs who possess qualities such as entertainment value, good looks, trustworthiness, and storytelling abilities can be highly advantageous (Al-Emadi and Yahia, 2020; Li et al ., 2023). By showcasing feature articles on restaurants authored by reputable KOLs and accompanied by visually appealing photos, establishments can facilitate customers' quick scanning and easy access to the desired information online.…”

Section: Discussionmentioning

confidence: 99%

Impact of customers' needs on online information search of upscale restaurant attributes and customer satisfaction

Lo,

Tavitiyaman,

Tsang

2023

BFJ

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PurposeThis research investigates the effects of consumers' online information searching on their dining satisfaction in upscale restaurants during the pandemic. Customers frequently rely on online sources to gather information about upscale restaurants prior to their visits.Design/methodology/approachData from 307 diners across the top ten popular upscale restaurants in Hong Kong were analysed by using SEM to explore the links between customers' needs, information search, restaurant attributes and customer satisfaction.FindingsThis study uncovers customers' online search behaviours and identifies restaurant attributes that are associated with customer satisfaction, which were not typically emphasised before the COVID-19 pandemic. Driven by their social and psychological needs, customers devoted more time to reading written comments by other consumers compared to visual images or self-descriptions from restaurants. Only service attribute significantly influenced customer satisfaction, while food and price attributes were not significant.Research limitations/implicationsThe findings of this study provide valuable insights for researchers and practitioners, shedding light on the altered needs and preferences of consumers following the unprecedented health crisis.Originality/valueThis study contributes to the development of expectancy disconfirmation theory and needs theory through the investigation of consumers' online information searching behaviours and dining satisfaction in upscale restaurants during the pandemic. By identifying the most important attributes influencing customer satisfaction, this research can aid upscale restaurants in developing effective marketing strategies and enhancing customer experiences.

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Section: Discussionmentioning

confidence: 99%

Impact of customers' needs on online information search of upscale restaurant attributes and customer satisfaction

Lo,

Tavitiyaman,

Tsang

2023

BFJ

View full text Add to dashboard Cite

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“…On the other hand, opinion leaders who interpret and disseminate the information to their peers can boost this exposure to media. This model suggests a two-step process that emphasizes the importance the role of opinion leaders and interpersonal communication in shaping public opinion and influencing the adoption of new ideas, products, or behaviors within a society (Kamau et al, 2023;Li et al, 2023). It highlights the significance of social networks and interpersonal relationships in the diffusion of innovations.…”

Section: Picture 2 Inner Model Pls Bootstrappingmentioning

confidence: 99%

Grammarly adoption among higher-education students in Yogyakarta

Amali

2024

Bricolage

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<p>Education has experienced significant changes due to recent advances in information technology. Technological developments, such as Grammarly, are pivotal in enhancing language education, benefiting learners of English as a Second Language. This research's primary objective is to examine the impact of online ad exposure and reference groups on the adoption of Grammarly while considering trust as the mediating role. This research utilized a quantitative approach by surveying 120 higher-education students in Yogyakarta. The analysis technique used in this research is path analysis using the SmartPLS program. Based on hypothesis testing, online ad exposure and reference groups have a positive and significant impact on Grammarly adoption behavior, where trust takes the role of full mediation on the relationship between online ad exposure and adoption behavior. Meanwhile, trust serves as partial mediation in the relationship between reference groups and adoption behavior. Furthermore, the managerial implications the researcher can suggest for Grammarly are to improve the performance of the features offered further, where improvements to the feedback provided by Grammarly should be more contextual and relevant.</p>

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“…Marketing: Social media influencers have become major opinion leaders in the marketing domain ( [9]) ( [10]). Their product and service recommendations can influence consumer purchasing decisions ( [11]),making them valuable partners for businesses.…”

Section: The Importance Of Opinion Leader Detection In Different Fieldsmentioning

confidence: 99%

Recognition of Opinion Leaders in Social Networks Using Text Posts’ Trajectory Scoring and Users’ Comments Sentiment Analysis

Oueslati,

Mejri,

Al-Otaibi

et al. 2023

IEEE Access

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Identifying opinion leaders in social networks, particularly in social media, is a crucial marketing strategy. These individuals have a considerable influence on the purchasing decisions of their communities. Companies can benefit from collaborating with relevant opinion leaders in their market as this can increase their visibility, establish their credibility, and gain consumer trust, leading to increased sales, improved brand perception, and an expanded market share. Additionally, by gaining a comprehensive understanding of opinion leaders, companies can better comprehend the trends and preferences of their target audience. This allows them to tailor their marketing and product strategies more effectively. Identifying suitable influencers to endorse their products or services is a significant challenge for companies. The identification of opinion leaders is complicated by their informal and unstructured nature, as well as the varying selection criteria depending on the marketing campaign's goals. While numerous research studies have focused on detecting opinion leaders in social networks based on content, interactions, or a combination of both, few have explored sentiment analysis of post content, received interactions, and user comments in relation to published posts. The purpose of this paper is to present an hybrid approach to detect opinion leaders in Facebook. This approach involves analyzing the trajectory of post content by examining interactions on the post, as well as mining the text content of the post itself and analyzing the users'comments sentiments. INDEX TERMS opinion leader, post trajectory, social content, score engagement, score signals and score interactions, text mining, sentiment analysis, comment polarity, term frequency, score positive comment.

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Millennials’ Hotel Restaurant Visit Intention: An Analysis of Key Online Opinion Leaders’ Digital Marketing Content

Cited by 4 publications

References 78 publications

Impact of customers' needs on online information search of upscale restaurant attributes and customer satisfaction

Impact of customers' needs on online information search of upscale restaurant attributes and customer satisfaction

Grammarly adoption among higher-education students in Yogyakarta

Recognition of Opinion Leaders in Social Networks Using Text Posts’ Trajectory Scoring and Users’ Comments Sentiment Analysis

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