ABSTRACT

The advent of digitalization has significantly transformed the dynamics of consumer decision-making in the restaurant industry. Electronic Word-of-Mouth (e-WOM) has become a pivotal tool in shaping consumer preferences and choices. This research aimed to delve into the key elements influencing the role of e-WOM in choosing midsize restaurants in Paris, thereby providing insightful implications for restaurateurs and marketers. The study adopted a mixed-methods approach, combining a comprehensive online survey of restaurant-goers with qualitative interviews conducted with a selection of restaurant industry stakeholders in Paris. These methodologies allowed for an in-depth exploration of how e-WOM influences consumer decision-making in the context of Parisian midsize restaurants. The research identified five crucial elements that contribute to the effectiveness of e-WOM in the selection process: the credibility of the source, the relevance of the information, the sentiment of the review, the volume of e-WOM, and the presence of personalized recommendations. This study underscores the profound impact of these elements on consumer decision-making in the Parisian restaurant scene. In conclusion, this research suggests that to harness the power of e-WOM, midsize restaurants in Paris should focus on enhancing these key elements in their online presence. The findings provide a valuable reference for restaurant owners, marketers, and digital strategists, in formulating effective strategies for leveraging e-WOM in the highly competitive restaurant industry in Paris.

Keywords: e-WOM, Restaurant Selection, Midsize Restaurants, Paris, Consumer Decision-Making, Digital Marketing.