Factors affecting advert credibility and visit intention of restaurants in the social media environment

Abstract

Purpose – This study aims to explain which factors have an impact on advert credibility and visit intention of restaurants in the social media environment. It particularly investigates the effects of restaurant advertising elements on advert credibility and visit intention. In addition, it analyses whether personality factors have an impact on the relationship between adverts, and advert credibility and visit intention. Design/Methodology/Approach – Content analysis was conducted on social media adverts of restaurants in order to first establish the various advertising elements. Online surveys were then utilised to obtain an understanding of consumer assessments on the different advertising elements and their respective impact on advertising credibility and visit intention. Furthermore, personality-related data was collected to determine whether personality is a moderating variable. Findings – The results show that different social media advertising elements have a greater impact on a restaurant’s advert credibility and visit intention, while other elements have a weaker effect. Results further demonstrate that personality factors have an impact on the relationship between adverts, and advert credibility and visit intention. Research Limitations/Implications – Having adverts designed specifically for this study would have helped to avoid recognising restaurants located in Malta. The majority of the adverts that were used incorporated food items; thus, visit intention responses might have been based on the participants’ preference to the food in the advert. The data collection method does not provide a methodical way to collect a probability sample of the general population, and survey questions could not be explained in certain detail since the researcher was not present to clarify. Practical Implications – The creation of adverts that may be perceived more credible, while increasing the overall visit intention of restaurants, and helping businesses to target particular audiences thereby generating a greater positive response to social media adverts. Originality/Value – This study explains how particular advertising elements affect the overall credibility of adverts and visit intention of restaurants, while exploring whether personality factors are a moderating variable between this causal relationship. This area has not been covered in extant literature, and thus, the challenge of developing effective social media advertising still remains. Marketers need to understand what factors affect two of the main advertising issues, namely, credibility and purchase.