The influence of Social Media on customer decision-making process: A Study on Restaurants in Riyadh, Saudi Arabia

Abstract

The rising prevalence of social media applications has significantly amplified the influence of online communication, particularly when it comes to recommending or advising against dining at specific restaurants. This study investigates the impact of online user-generated reviews on customer behavior and decision-making in Riyadh's restaurant industry, aiming to fill a research gap in this area within Saudi Arabia. Given the growing prominence of online reviews, understanding their power on customer choices is crucial for restaurants to remain competitive. This research employs theories like the Elaboration Likelihood Model (ELM), impulse buying behavior, communication process theory, electronic Word-of-Mouth (eWOM) credibility, and the theory of reasoned action to formulate five hypotheses and gain insights into the effect of comments on customers. Data was gathered from 184 participants in Riyadh, Saudi Arabia, through a 19-question survey featuring closed-ended questions with response scales, influential ratings, and binary options (yes/no). This methodology yielded primary quantitative data, which underwent statistical analysis to uncover patterns and relationships. Chi-squared test was applied to validate the hypotheses, and the findings were briefly presented through charts and tables. The study's outcomes highlight the significant influence of comments on social media platforms in shaping customer decision-making processes specifically in Riyadh, Saudi Arabia.