Description
Digital advertising has advanced to the point that it may soon surpass television as the most popular form of advertising. Customers connect and discuss brands and their experiences utilizing them in an online setting. These digital word-of-mouth (eWOM) interactions have grown to be crucial to the success of goods. It is crucial to understand how eWOM advertising works in today’s congested environment and how food service practitioners might affect eWOM on social media and other online platforms. Instagram allows smartphone users to post pictures, comments, and hashtags to convey product information and express their experiences as consumers. This book aims to share knowledge with the readers and discusses different eWOM elements via the Instagram platform in influencing customers’ restaurant selection intentions.
