Abstract:
This study examines the influence of electronic social word of mouth, advertising creativity and country of origin on consumer’s purchase intentions in restaurants of Pakistan. Primary data has been collected through structured questionnaire from different local and foreign restaurants operating in Islamabad and Rawalpindi. The sample size was 330 and they were the customers of local and foreign restaurants operating in Islamabad and Rawalpindi in Pakistan. A purposive sampling technique was used, which is a type of non-probability sampling technique. Each question had five options; each of them was assigned a value from one to five. Rating “one” was strongly disagree and “five” was strongly agree. Questionnaire for this has been adopted from past study. SPSS 17 has been used for statistical calculations. It is concluded that Electronic social WOM, advertising creativity and country of origin has a significant positive impact on consumer purchase intensions in restaurants of Pakistan. The survey disclosures demonstrates that with everything taken into account purchasers has a moving perspective towards electronic social WOM. It is recommended to restaurants to center around consumer commitment actuates. Electronic online networking help chiefs of restaurants to increase better bits of knowledge about clients and to utilize these stages to grab the market share.
