Electronic word-of-mouth as a Branding Tool for Sunset Restaurants

Electronic word-of-mouth as a Branding Tool for Sunset Restaurants

Aristeidis Gkoumas

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Electronic word-of-mouth as a Branding Tool for Sunset Restaurants

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Abstract

This paper aims to investigate the effect of electronic-word-of-mouth (e-WOM) on brand awareness and equity for the emerging segment of sunset restaurants. By applying the method of user-generated content analysis the current research examines the impact of reviews posted on TripAdvisor regarding sunset restaurants in Thailand. The findings of the study indicate that certain contextual elements along with content characteristics enhanced the brand relationships between the travelers and dining establishments. The meta-commentary interpretation of the online content reveals that recommendation reciprocity and review consensus stimulate the affinity among the users while increasing the visitor empathy for particular restaurants.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

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No ethics committee approval was required for this article type.

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How to Cite This Article

Aristeidis Gkoumas. 2019. \u201cElectronic word-of-mouth as a Branding Tool for Sunset Restaurants\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 19 (GJMBR Volume 19 Issue E5): .

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GJMBR Volume 19 Issue E5
Pg. 1- 12

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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GJMBR-E Classification: JEL Code: M37, M39

Submission ReceivedDecember 12, 2018
Peer Review Double Blind
Handling Editor
Accepted January 4, 2019
Published January 15, 2019

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October 18, 2019

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