WHAT MOTIVATES A RESTAURANT CUSTOMER TO MAKE COMMENTS, TO SHARE THEM IN THE SOCIAL MEDIA

Motivation is I will move to, move towards, what makes us move, what prompts us to carry out actions such as, for example, sharing your experience in a restaurant on social networks, whether they are peer or anonymous - with the same or known or of unknown authorship or origin.

INTRINSIC AND EXTRINSIC MOTIVATIONS

Many researchers focus on intrinsic and extrinsic factors (Yoo and Gretzel, 2008; Hennig-Thurau et al., 2004; Fine, Gironda and Petrescu, 2017)

Intrinsic Motivators start from the SELF towards others, they seek to help others from our experience, warn them, inform them ... The items or questions would be of the type:

  • … Help others with my own experiences
  • … Give others the opportunity to choose well
  • ... express my joy
  • … Tell others about my experience
  • … Help the company
  • … Support good locals

Extrinsic Motivators must start from the outside or from others towards one, they mainly seek justice, response, gratitude, recognition. The items or questions would be of the type:

  • I hope to receive advice or support from others
  • the platform operator will transmit my message
  • companies are pleased when I publicize the matter
  • the platform operator will stand up for me when talking about the company
  • that my requests-complaints be answered

MOTIVATIONS FOCUSED ON ONE, ON OTHERS OR ON THE ESTABLISHMENT

Another way to classify the Motives (Eun and Kim, 2016) would be from where we focus this impulse, from oneself, from others or from the company itself.

Self-centered motivations are of the type:

  • I want to get answers from others about this experience
  • I hope to receive comments from others about this experience
  • It's fun to communicate this way with other people in the community
  • I socialize - share - with people
  • I hope to receive advice or support from others

Motivations centered on Others are of the type:

  • I want to give others the opportunity to decide with information
  • I want to provide useful information to help others
  • I want to inform others of their options before making a decision
  • My comments will be read by many people
  • It gives me the power to share my experience with many people

The motivations focused on the company are of the type:

  • I think posting a comment will have an effect on the future of the company
  • Sharing this experience affects the performance of the company
  • Informing others will influence the company's sales

In general, the highest motivations are those centered on oneself and others. Faced with negative experiences, participants do tend to focus more on the COMPANY (Eun and kim, 2016).

MOTIVATION TO EXPRESS, SOCIALIZE OR OBTAIN STATUS

A final way to address the motivations that lead a client to share their experience on the networks (Networking sites) is collected in the investigation of DongHee Y SooCheong (2018). They focus on 3 key motivational factors:

  • SELF-EXPRESSION. Being able to express ourselves freely, what we feel, complain, show off
  • SOCIAL BENEFITS –- socialize, make each other known, interact, network ...
  • The search for STATUS - social preponderance, prestige, recognition.

The first two factors are the most decisive, within any of the psychological traits analyzed (levels of self-esteem, life satisfaction, narcissism and need to share). Only in the case of low self-esteem, Status was a significant trigger to share the experience on the networks, not in the rest of the cases.

These MOTIVATION scales were associated with the frequency with which content is shared on the networks (none, sometimes, frequently). The levels of SELF-EXPRESSION, SOCIAL BENEFIT and STATUS were higher in the group with the highest frequency when sharing in networks. Something, on the other hand, very common sense.

The experiences that are shared the fastest are the negative ones (Rimé, Mesquita, Philippot and Boca, 1991; Wetzer et al., 2007 -in Eun and Kim, 2016).

 

CONTEXT OF A NEW INVESTIGATION

All these data have been extracted from readings of research articles. Professor Gaspar Berbel coordinates an international research that analyzes the factor of Social media in relation to the consumption process, from the moment a customer is encouraged to go or consume in a specific place; going through the process of evaluation, contrast and comparison; reaching the consumer level and ending in post-consumer actions - when it is evaluated, scored, reviews are made and content generated by the user is shared, which, on the other hand, is the one that has the most value and impact on other potential customers . Marketing and companies know that the attraction value is in such content, especially if they speak well of you.

Those interested in this study can contact Professor G. Berbel at gaspar.berbel@mediterrani.com

Published On: 4 de May de 2021 / Categories: CLIENTES-SATISFACCIÓN /

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