Social Media Influencer (SMI) restaurant reviews and students’ patronization decision / Abdul Malik Philip ... [et al.]
Social Media Influencers (or SMI) has access to a wide audience and they can persuade others by virtue of their authenticity and reach. While there is a significant link between SMI review and consumer purchase decision within the restaurant industry, it is unclear to what extent this finding would...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | en |
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Faculty of Hotel & Tourism Management, Universiti Teknologi MARA
2024
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| Online Access: | https://ir.uitm.edu.my/id/eprint/97874/1/97874.pdf https://ir.uitm.edu.my/id/eprint/97874/ https://www.jthca.org/ |
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| _version_ | 1833321132058476544 |
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| author | Philip, Abdul Malik Othman, Zulhan Talib, Adi Hakim Saiful Bakhtiar, Mohd Faeez Kedin, Nor Adila |
| author_facet | Philip, Abdul Malik Othman, Zulhan Talib, Adi Hakim Saiful Bakhtiar, Mohd Faeez Kedin, Nor Adila |
| author_sort | Philip, Abdul Malik |
| building | Tun Abdul Razak Library |
| collection | Institutional Repository |
| content_provider | Universiti Teknologi Mara |
| content_source | UiTM Institutional Repository |
| continent | Asia |
| country | Malaysia |
| description | Social Media Influencers (or SMI) has access to a wide audience and they can persuade others by virtue of their authenticity and reach. While there is a significant link between SMI review and consumer purchase decision within the restaurant industry, it is unclear to what extent this finding would be consistent specifically among university students. In accessing the influence of SMI restaurant reviews (covering food quality, food variety, environment and location) towards university students’ patronization decision, a quantitative research approach was employed using self-administered survey. A total of 151 usable responses were obtained from undergraduate students at the Faculty of Hotel and Tourism Management (FHTM) in Universiti Teknologi MARA. It was found that the four components of SMI restaurant reviews had significant positive relationship towards university students’ patronization decision. It is recommended to restaurant owners to engage their businesses actively in social media marketing to attract adolescents such as university students. SMI restaurant reviews that primarily aimed at similar target group is encouraged to emphasize on food variety as it is perceived the most influential factor; and subsequently followed by the premise environment, food quality offered and finally the location. |
| format | Article |
| id | my.uitm.ir-97874 |
| institution | Universiti Teknologi Mara |
| language | en |
| publishDate | 2024 |
| publisher | Faculty of Hotel & Tourism Management, Universiti Teknologi MARA |
| record_format | eprints |
| spelling | my.uitm.ir-978742024-07-06T08:15:48Z https://ir.uitm.edu.my/id/eprint/97874/ Social Media Influencer (SMI) restaurant reviews and students’ patronization decision / Abdul Malik Philip ... [et al.] jthca Philip, Abdul Malik Othman, Zulhan Talib, Adi Hakim Saiful Bakhtiar, Mohd Faeez Kedin, Nor Adila Social networks Hospitality industry. Hotels, clubs, restaurants, etc. Food service Food service Social Media Influencers (or SMI) has access to a wide audience and they can persuade others by virtue of their authenticity and reach. While there is a significant link between SMI review and consumer purchase decision within the restaurant industry, it is unclear to what extent this finding would be consistent specifically among university students. In accessing the influence of SMI restaurant reviews (covering food quality, food variety, environment and location) towards university students’ patronization decision, a quantitative research approach was employed using self-administered survey. A total of 151 usable responses were obtained from undergraduate students at the Faculty of Hotel and Tourism Management (FHTM) in Universiti Teknologi MARA. It was found that the four components of SMI restaurant reviews had significant positive relationship towards university students’ patronization decision. It is recommended to restaurant owners to engage their businesses actively in social media marketing to attract adolescents such as university students. SMI restaurant reviews that primarily aimed at similar target group is encouraged to emphasize on food variety as it is perceived the most influential factor; and subsequently followed by the premise environment, food quality offered and finally the location. Faculty of Hotel & Tourism Management, Universiti Teknologi MARA 2024-04 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/97874/1/97874.pdf Social Media Influencer (SMI) restaurant reviews and students’ patronization decision / Abdul Malik Philip ... [et al.]. (2024) Journal of Tourism, Hospitality and Culinary Arts <https://ir.uitm.edu.my/view/publication/Journal_of_Tourism,_Hospitality_and_Culinary_Arts/>, 16 (1). pp. 682-696. ISSN 1985-8914 ; 2590-3837 https://www.jthca.org/ |
| spellingShingle | Social networks Hospitality industry. Hotels, clubs, restaurants, etc. Food service Food service Philip, Abdul Malik Othman, Zulhan Talib, Adi Hakim Saiful Bakhtiar, Mohd Faeez Kedin, Nor Adila Social Media Influencer (SMI) restaurant reviews and students’ patronization decision / Abdul Malik Philip ... [et al.] |
| title | Social Media Influencer (SMI) restaurant reviews and students’ patronization decision / Abdul Malik Philip ... [et al.] |
| title_full | Social Media Influencer (SMI) restaurant reviews and students’ patronization decision / Abdul Malik Philip ... [et al.] |
| title_fullStr | Social Media Influencer (SMI) restaurant reviews and students’ patronization decision / Abdul Malik Philip ... [et al.] |
| title_full_unstemmed | Social Media Influencer (SMI) restaurant reviews and students’ patronization decision / Abdul Malik Philip ... [et al.] |
| title_short | Social Media Influencer (SMI) restaurant reviews and students’ patronization decision / Abdul Malik Philip ... [et al.] |
| title_sort | social media influencer (smi) restaurant reviews and students’ patronization decision / abdul malik philip ... [et al.] |
| topic | Social networks Hospitality industry. Hotels, clubs, restaurants, etc. Food service Food service |
| url | https://ir.uitm.edu.my/id/eprint/97874/1/97874.pdf https://ir.uitm.edu.my/id/eprint/97874/ https://www.jthca.org/ |
| url_provider | http://ir.uitm.edu.my/ |