The influence of social media influencers on consumers’ decision making of restaurant choice

Year 2023, Volume: 5 Issue: 2, 115 - 124, 04.01.2024

Lokman Dinc

https://doi.org/10.48119/toleho.1327974

Abstract

Purpose of the research: This research aims to examine the influence of social media influencers on consumer decision-making process in restaurant selection.
Design/methodology/approach: This research employed questionnaire technique to collect primary data. Snowball sampling technique is employed. The customer journey theory is also adopted as a theoretical underpinning of the study to examine the influence of SMI trust on consumer decision-making of restaurant selection. The research data was analysed using Smart PLS.
Findings of the research: The results of the study showed that each steps of consumers decision-making of restaurant selection is positively correlated with trust in SMIs. According to the findings consumers showed tendency feeling desire to visit a restaurant that recommended by an SMIs and, search for information provided by influencers. There is also a significant correlation between trust and evaluating alternatives and buying decisions indicating that consumers are significantly influenced in pre-purchase stage. Significant association between SMI trust and satisfaction and experience sharing shows the significant effect of trust in the post-purchase.
Originality/Value: Being one of the first attempts to investigate the influence of social media influencers’ trust on diners’ decisions to choose a restaurant employing customer journey theory. Also, this research makes a contribution to the consumer decision-making journey literature by investigating and providing evidence regarding each step of decision-making journey in the context of restaurant selection.

Keywords

Social media;, Restaurant;, Restaurant choice;, Consumer behaviour;, Social media influencers

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