The Influence of Food Information on Facebook Fan Pages and Instagram Affecting Generation Y in Thailand on Restaurant Selection
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Published:
May 8, 2019
Keywords:
Restaurant Marketing Consumer decision-making process Generation Y in Thailand
Main Article Content
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.
Article Details
Section
Humanities, Social Sciences, and Arts
References
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Dan V. (2015). 6 Ways to Inspire Influential Content from Your Facebook Fans. Retrieved March 20, 2016 from https://adespresso.com
Ertemel, A.V. and Başçı, A. (2015). “Effects of Zero Moment of Truth on Consumer Buying Decision. International Journal of Social Sciences and Education Research, 1(2). 526-536. Retrieved April 13, 2016 from https://www.researchgate.net/publication/3159296
Farrell, O.C. and Hartline, M.D. (2014). Marketing Strategy. (6th ed.). South-Western: Cengage Learning.
Katherine A. M. (2012). “User Generated Content versus Advertising: Do Consumers Trust the Word of Others over Advertisers?” The Elon Journal of Undergraduate Research in Communications, 3(1). 14-22. Retrieved April 13, 2016 from https://www.elon.edu
Kelton Research (2011). Talking to Strangers Survey. Retrieved March 20, 2016 from https://www.marketingprofs.com
Kemkwan Suddee (2014). Decision-making Process of Thai Consumers on Fashion-design Clothes, (Independent Study, Master of Business Administration, Chiang Mai University).
Khemtuchagarn Sakukritteenun and Nareeya Weerakit (2018). “The Usage of Social Media for Marketing of 4-5 star Independent Hotels in Changwat Phuket, Thailand”. Veridian E-Journal, Silpakorn University, 11(3). 345-362.
Kotler, P. and Keller, K.L. (2012). Marketing Management. (14th ed.). Boston: Pearson Education Limited.
Liz G. (2017). 8 User-Generated Content Trends We Learned from 25 Million Facebook Posts Report. Retrieved March 20, 2016 from https://www.mavrck.co
Perry S. (2017). UGC is Performing Better than Brand Posts on Facebook. Retrieved November 12, 2017 from https://www.dmnews.com
Sethna, B.N., Hazari, S. and Bergiel, B. (2017). “Influence of User Generated Content in Online Shopping: Impact of Gender on Purchase Behavior, Trust, and Intention to Purchase”. International Journal of Electronic Marketing and Retailing, 8(4), 344–371, 2017. Retrieved November 12, 2017 from https://www.researchgate.net/publication/320519627
Tereza L. (2016). How the Rise of User-Generated Content Changes Marketing. Retrieved April 3, 2017 from https://www.clickz.com
Thapananan Sanyakorn, Tummatinna Seesupan and Prasittichai Narakorn (2018). “The Influences of Firm Generated Content – User Generated Content and Brand Awareness to Perceived Quality and Brand Loyalty on Social Media of Healthy Food Restaurants in Chiang Mai Province”. Veridian E-Journal, Silpakorn University, 11(1). 322-342.
Toby N. (2016). Faceoff: Instagram vs. Facebook for Business. Retrieved October 15, 2016 from https://www.entrepreneur.com
Torben R. (2016). The Buying Decision Journey Has Changed. Retrieved October 15, 2016 from https://www.torbenrick.eu
Travis W. (2017). Why Brands Should Embrace UGC as Part of Their Marketing Strategy. Retrieved November 12, 2017 from https://marketingland.com
Vanassanan Romboht (2012). Decision-making Process of the Internet Users on Food Menu. (Independent Study, Master of Business Administration, Chiang Mai University).
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Wikipedia.org (2017b). Instagram. Retrieved April 3, 2017 from https://en.wikipedia.org/wiki/Instagram