How visual attention to social media cues impacts visit intention and liking expectation for restaurants

Simonetti, A. and Bigne, E. 2022. How visual attention to social media cues impacts visit intention and liking expectation for restaurants. International Journal of Contemporary Hospitality Management. 34 (6), pp. 2049-2070. https://doi.org/10.1108/IJCHM-09-2021-1091

TitleHow visual attention to social media cues impacts visit intention and liking expectation for restaurants
TypeJournal article
AuthorsSimonetti, A. and Bigne, E.
Abstract

Purpose. This research examined how social media (TripAdvisor) content influences restaurant visit intentions and liking expectations, how online review valence affect the viewing behavior of the social media page, and which social media elements capture the initial attention of the consumer.
Design/methodology/approach. The study used eye-tracking and self-reported data, and applied a 2-within-subjects design manipulating rating valence.
Findings. The pictures posted by firms and opinions posted by users attracted consumers’ attention. However, in the negative valence condition, participants needed to expand upon the content by reading additional (and more detailed) online reviews with specific cues, revisited the content more often, and more closely fixated on specific online ratings. Moreover, the picture of the restaurant was the first area seen (reflecting a bottom-up process) and the third-party ad tended to be viewed last (reflecting selective attention).
Implications. All social media elements are seen but only some affect decisions, with negatively (vs. positively) valenced reviews requiring consideration of an extra element. Of relevance to managers, this study stresses the importance of the pictorial element and the influence of user-generated content on the attention and judgment of consumers.
Originality. This study suggests that, in order to form an opinion, viewers devote more cognitive effort and attention when evaluating restaurants with negatively (vs. positively) valenced reviews. However, viewing patterns appear unaffected by review valence. It also demonstrates how consumers pay attention to different social media elements.

Keywordsattention
consumer behavior
eye-tracking
online reviews
social media content
valence
JournalInternational Journal of Contemporary Hospitality Management
Journal citation34 (6), pp. 2049-2070
ISSN0959-6119
Year2022
PublisherEmerald Publishing Limited
Accepted author manuscript
License
CC BY-NC 4.0
File Access Level
Open (open metadata and files)
Digital Object Identifier (DOI)https://doi.org/10.1108/IJCHM-09-2021-1091
Publication dates
Published online04 Apr 2022

Related outputs

How online advertising competes with user-generated content in TripAdvisor. A neuroscientific approach.
Bigne, E., Simonetti, A., Ruiz, C. and Kakaria, S. 2021. How online advertising competes with user-generated content in TripAdvisor. A neuroscientific approach. Journal of Business Research. 123, pp. 279-288. https://doi.org/10.1016/j.jbusres.2020.10.010

What drives the helpfulness of online reviews? A deep learning study of sentiment analysis, pictorial content and reviewer expertise for mature destinations.
Bigne, E., Ruiz, C., Cuenca , A., Perez, C. and Garcia, A. 2021. What drives the helpfulness of online reviews? A deep learning study of sentiment analysis, pictorial content and reviewer expertise for mature destinations. Journal of Destination Marketing and Management. 20 100570. https://doi.org/10.1016/j.jdmm.2021.100570

Advance booking across channels: the effects on dynamic pricing
Bigne, E., Nicolau, J.L. and William, E. 2021. Advance booking across channels: the effects on dynamic pricing. Tourism Management . 86 (October), p. 104341. https://doi.org/10.1016/j.tourman.2021.104341

A Model of Adoption of AR-based Self-service Technologies: A two Country Comparison
Maria Jose Castillo S and Enrique Bigne 2021. A Model of Adoption of AR-based Self-service Technologies: A two Country Comparison. International Journal of Retail & Distribution Management. 49 (7), pp. 875-898. https://doi.org/10.1108/IJRDM-09-2020-0380

Permalink - https://westminsterresearch.westminster.ac.uk/item/w4vz1/how-visual-attention-to-social-media-cues-impacts-visit-intention-and-liking-expectation-for-restaurants


Share this

Usage statistics

68 total views
450 total downloads
These values cover views and downloads from WestminsterResearch and are for the period from September 2nd 2018, when this repository was created.