Safeer Asif Ali, Abrar Muhammad, Zhou Yewang
Business School, Huanggang Normal University, Huanggang, China.
Lyallpur Business School, Government College University, Faisalabad, Pakistan.
PLoS One. 2025 Sep 3;20(9):e0330201. doi: 10.1371/journal.pone.0330201. eCollection 2025.
Recent research shows that social media has enormous potential for customers and enterprises, but this potential has been largely untapped. This study investigates the influence of customer-generated photos on social media to drive customer visit intentions via the argument quality of online reviews, including perceived informativeness and persuasiveness, by integrating the direct and moderating effects of brand social media visual communication and controlling customer demographics such as gender, age, and income in the context of restaurants. This study collected 1,137 responses from different customers through an online survey. After carefully filtering data, 980 customer responses were analyzed using structural equation modeling. This study discovered that customer-generated photos significantly influenced perceived informativeness, persuasiveness, and customer visit intentions. Likewise, perceived informativeness and persuasiveness directly and indirectly contributed to increased customer visit intentions. In addition, brand social media visual communication directly influences to drive customer visit intentions toward restaurants. This study offers fresh insights for restaurant marketers to devise innovative marketing strategies to influence customer behavior toward eateries. Employing a social media ecosystem, this study contributes to the heuristic-systematic and elaboration likelihood models by examining consumer behavior in the hospitality industry.
最近的研究表明，社交媒体对客户和企业具有巨大潜力，但这种潜力在很大程度上尚未得到挖掘。本研究通过整合品牌社交媒体视觉传播的直接和调节效应，并控制餐厅背景下的客户人口统计特征（如性别、年龄和收入），调查社交媒体上客户生成的照片通过在线评论的论据质量（包括感知信息性和说服力）对客户访问意图的影响。本研究通过在线调查收集了来自不同客户的1137份回复。在仔细筛选数据后，使用结构方程模型对980份客户回复进行了分析。本研究发现，客户生成的照片显著影响了感知信息性、说服力和客户访问意图。同样，感知信息性和说服力直接和间接地促进了客户访问意图的增加。此外，品牌社交媒体视觉传播直接影响推动客户对餐厅的访问意图。本研究为餐厅营销人员设计创新营销策略以影响客户对餐馆的行为提供了新的见解。通过采用社交媒体生态系统，本研究通过考察酒店业中的消费者行为，为启发式 - 系统式和详尽可能性模型做出了贡献。
