The Influence of Food Information on Facebook Fan Pages and Instagram Affecting Generation Y in Thailand on Restaurant Selection

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Nittaya Jariangprasert Jairat Jaturapataraporn Phavaphan Sivaraks Somwang Luangphaiboonsri

Abstract

            Generation Y or Gen Y highly interacts on Facebook Fan Pages and Instagram also is more likely to trust anonymous consumers who have direct experiences. This study comparatively examines the influence of food information on Facebook Fan Pages and Instagram affecting Gen Y in Thailand towards restaurant selection. Using online questionnaires, data are collected from 800 samples (400 Facebook Fan Page users and 400 Instagram users). Sample size is based on the same numbers used in the previous related studies. Results find that user-generated content from friends, families and followers are more influential than restaurant content. Perceived as trustworthy, Gen Y highly uses food information on Facebook Fan Pages and Instagram in selecting restaurant. After purchase, satisfied Gen Y clicks ‘Like’ and ‘Follow’ the restaurants. Unsatisfied Gen Y unfollows and expresses complaints on Social Media yet still uses Facebook Fan Pages and Instagram as their food sources for future restaurants selection.  

Keywords

Article Details

Section
Humanities, Social Sciences, and Arts

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