Consumers’ Use of Social Media Platforms as Sources of Restaurant Information: A Comparison of Google Maps, TripAdvisor, Instagram, and TikTok
摘要
Many consumers are influenced by social media platforms when choosing a restaurant, or search for restaurant information on them. However, these platforms vary considerably in how they present restaurant information, for instance, in terms of content, format, media types, and recommendation mechanisms. Based on a survey of 1004 people in Germany and Switzerland, this study compares how consumers use four different social media platforms as sources for restaurant information. The findings show how often consumers use the different platforms for restaurant information and how this usage differs between their application in known and unknown areas. Finally, the results show how people differ in their use of the four social media platforms for restaurant information depending on their age, gender, education, and the individuality of their restaurant preferences. The study’s findings provide restaurant marketing and management practitioners with a better understanding of how consumers search for restaurant information. This knowledge helps them to develop and implement better strategies and measures that increase their reach and customer acquisition on different social media platforms.