Influence of Social Identity on the Ewom of Restaurants Through a Social Network. Peru Case

Dávila Valdera L.J.; Espino Carrasco D.K.; Espino Carrasco M.; Dávila Valdera L.V.; Dávila Valdera A.K.; Espino Carrasco M.J.; Vasquez Cachay R.; Díaz Calderón R.R.; Alvites Gasco A.M.; Nauca Torres E.S.; Valdera Benavides E.D. · Communications in Computer and Information Science (2024) · DOI: 10.1007/978-3-031-49215-0_34

Resumen

The purpose of the research is to determine the influence of social identity on electronic word of mouth (eWOM) of restaurant customers on Facebook, where the model proposed by Gonzáles, Marquina & Rodríguez (2020) who study identity variables was applied. Social and eWOM, applying the instrument that is the survey to 200 people who have a Facebook account, being evaluated by a 5-point Likert scale, for which the approach is quantitative, applied type, explanatory level and non-experimental design - cross-sectional, resulting in that the social identity has a significance of 0.000, influencing the eWOM, therefore, it is concluded that customers can interact with others on Facebook, who suggest trying new things, which arouses their curiosity about other restaurants through from the comments made by users, which are similar to the experience they had after eating in a restaurant. Because customers cooperated to show that they had a successful consumption, this encourages them to eat and comment on their dining experiences.

Instituciones: Universidad Nacional Mayor de San Marcos; Universidad Nacional Pedro Ruiz Gallo; Universidad César Vallejo; Universidad Señor de Sipán; Universidad Católica Santo Toribio de Mogrovejo