| Summary: | This study explored the motivation for sharing restaurant dining experiences on social media and the most influential variable that shape purchase intentions and behavior of millennial consumers within the restaurant setting. Its findings affirmed the impact of Electronic word-of-mouth (e-WOM) communication on purchasing intention and behavior of millennial consumers in Johannesburg. Food and service quality were identified as the foremost motivation variables in the choice of restaurants. Amongst a number of motivational factors identified, Altruism emerged as the leading motivation for sharing positive or negative word of mouth on social media. Recommendations for restaurants include the incorporation of Social media into the marketing communication strategy of restaurants, emphasizing and incentivizing user-generated content as well as enhancing food and service quality to encourage positive e-WOM. The collective impact of factors, including access to information, Internet enabled mobile devices, social media platforms, and the proclivity of Millennial consumers for online engagement contributes in no small way to transforming the hospitality industry. This study contributes towards a better understanding of South Africa’s vibrant Millennial consumer markets with specific focus on e-WOM in the local restaurant industry. It provides context to the phenomenon of e-WOM and is expected to shape the social media strategies of restaurants in the city of Johannesburg.
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