Impact of EWOM on Restaurant Purchase Intentions via Snapchat
An in-depth quantitative research analysis on the influence of electronic word of mouth (EWOM) through the Snapchat platform on restaurant purchase intentions. This study focuses on the vibrant platform of Snapchat and its implications for residents of Saudi Arabia. With participants spanning various age groups, educational backgrounds, and income levels, this research paints a comprehensive picture of how EWOM impacts consumer behavior.
Objectives:
The primary goal was to examine the data and construct statistical models to answer our research questions, while exploring the conceptual framework.