Author(s): Anam Yasir, Ghulam Abid, Jawad Rahim Afridi, Natasha Saman Elahi & Muhammad Farhan Asif
Social media communication is considered to be an important predictor of the behavioral intention of customers in the hospitality industry. Despite the importance of this, our study examined indirect of the effect of restaurant generated and customers’ generated communication on social media on behavioral intention to visit restaurants through customer satisfaction towards restaurants in the hospitality industry of Pakistan. Data were analyzed by using PROCESS macro by Hayes on a sample of customers from various restaurants. Results show restaurant and customer generated communication on social media is positively associated with customer satisfaction and behavioral intention. Furthermore, customer satisfaction mediates restaurant-generated communication on social media and behavioral intention relationship as well as customer generated communication on social media and behavioral intention. The findings of this study strongly contribute towards a better understanding of social media communications in this modern world of web 2.0 and how this communication induces customer satisfaction to visit restaurants.