Factors influencing visual electronic Word of Mouth (e-WOM) on restaurant experience

This study aims to identify the key factors influencing young consumers to post visual e-WOM about their experience as restaurant customers using social media. In this exploratory qualitative study, 30 young consumers who have posted visual information about their restaurant experience were invited and participated in in-depth interviews. The collected data was analyzed using QDA Miner software version 4.1.23. It was found that four major factors influencing young consumers to post visual eWOM in social media i.e. 1) personal, 2) social concerns, 3) social benefit, and 4) helping the company. The implication to restaurateurs were also discussed.