Electronic Word of Mouth (eWOM) for Foodservice Practitioners




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.

Additional information

Weight 0.7 kg
Dimensions 19 × 23 × 1 cm
Research Ecosystem
Universiti Teknologi Malaysia UTM Nexus - Research & Innovation

Office of Deputy Vice Chancellor (Research & Innovation)

DVCRI Profile Johor Bahru Office Kuala Lumpur Office

Higher Institution Centre of Excellence (HI-COE)

Advance Membrane Technology Research Centre - AMTEC Institute of Noise & Vibration - INV Wireless Communication Centre - WCC

Research Institute

Centre of Excellence (COE)

Institute of High Voltage & High Current - IVAT UTM-MPRC Institue for Oil & Gas - IFOG Centre for Artificial Intelligence & Robotics - CAIRO Centre for Engineering Education - CEE Centre for Advanced Composite Materials - CACM Innovation Centre in Agritechnology for Advanced Bioprocessing - ICA Institute of Bioproduct Development - IBD

Service Entity

Research Management Centre - RMC Penerbit UTM Press Centre for Community & Industry Network - CCIN Innovation & Commercialisation Centre - ICC University Laboratory Management Centre - PPMU Institut Sultan Iskandar - UTM-ISI

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