Nowadays having a good online corporate reputation is a valuable resource for organizations, especially in the food and beverage service sector. Poten-tial diners frequently rely on people’s opinions shared online in choosing a new restaurant. In so doing, online communities are gaining increasing im-portance in influencing the customer journey. This research aims to better understand the prosumers’ use of social media (i.e. people that are both con-sumers and social media users and that contribute to create digital contents) in choosing a restaurant and reviewing it online. In particular, we want to in-vestigate if prosumers’ characteristics or habits, can influence their use and perception of social media, such as looking for information, writing feed-backs, and trust online reviews. In this paper we will focus on two main prosumers’ characteristics or habits: the frequency of going to a restaurant and the willingness to try new restaurants. Our main findings suggest that prosumers that frequently go to a restaurant have a different approach to so-cial media being more inclined to used them both for gathering information and for reviewing their experience. Similarly, we find that prosumers that have an “explorative” behavior (i.e. enjoy to frequently try new restaurants), use social media differently from prosumers that have a “loyal” behavior, i.e. that choose the same and familiar restaurant. In this explorative study we adopted a quantitative methodology by using a survey on 315 Millennials prosumers. Theoretical and managerial implications are also developed.

Dossena, C., Mochi, F., Managing Online Communities and E-WOM: Prosumers’ Characteristics and Behaviors in the Food Service Sector, in Agrifoglio, R., Lamboglia, R., Mancini, D., Ricciardi, F. (ed.), Digital Business Transformation. Organizing, Managing and Controlling in the Information Age, Springer International Publishing, N/A 2020: <<LECTURE NOTES IN INFORMATION SYSTEMS AND ORGANISATION>>, 38 205- 217. 10.1007/978-3-030-47355-6_14 [http://hdl.handle.net/10807/155388]

Managing Online Communities and E-WOM: Prosumers’ Characteristics and Behaviors in the Food Service Sector

Dossena, Claudia
Primo
;
Mochi, Francesca
Secondo
2020

Abstract

Nowadays having a good online corporate reputation is a valuable resource for organizations, especially in the food and beverage service sector. Poten-tial diners frequently rely on people’s opinions shared online in choosing a new restaurant. In so doing, online communities are gaining increasing im-portance in influencing the customer journey. This research aims to better understand the prosumers’ use of social media (i.e. people that are both con-sumers and social media users and that contribute to create digital contents) in choosing a restaurant and reviewing it online. In particular, we want to in-vestigate if prosumers’ characteristics or habits, can influence their use and perception of social media, such as looking for information, writing feed-backs, and trust online reviews. In this paper we will focus on two main prosumers’ characteristics or habits: the frequency of going to a restaurant and the willingness to try new restaurants. Our main findings suggest that prosumers that frequently go to a restaurant have a different approach to so-cial media being more inclined to used them both for gathering information and for reviewing their experience. Similarly, we find that prosumers that have an “explorative” behavior (i.e. enjoy to frequently try new restaurants), use social media differently from prosumers that have a “loyal” behavior, i.e. that choose the same and familiar restaurant. In this explorative study we adopted a quantitative methodology by using a survey on 315 Millennials prosumers. Theoretical and managerial implications are also developed.
2020
Inglese
Digital Business Transformation. Organizing, Managing and Controlling in the Information Age
978-3-030-47354-9
Springer International Publishing
38
Dossena, C., Mochi, F., Managing Online Communities and E-WOM: Prosumers’ Characteristics and Behaviors in the Food Service Sector, in Agrifoglio, R., Lamboglia, R., Mancini, D., Ricciardi, F. (ed.), Digital Business Transformation. Organizing, Managing and Controlling in the Information Age, Springer International Publishing, N/A 2020: <<LECTURE NOTES IN INFORMATION SYSTEMS AND ORGANISATION>>, 38 205- 217. 10.1007/978-3-030-47355-6_14 [http://hdl.handle.net/10807/155388]
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10807/155388
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