The Effect of the Characteristics of SNS Oral Information on Brand Image and Purchase Intention of Restaurant Companies

Objective: The purpose of this study is to verify the effect of the characteristics of social media word-of-mouth information of food service companies on brand image and purchase intention. Method: This study used SPSS 25.0 statistical program to analyze a total of 364 people, in their 20s or older, who directly experienced information on food service companies through social media. Then, this study conducted a multiple regression analysis to verify this research hypothesis. Results: The social media word-of-mouth characteristics had a significant impact on brand image, with playfulness and credibility showing significant influence. Brand image had a significant impact on purchase intention. Additionally, social media word-of-mouth characteristics significantly influenced purchase intention in the order of playfulness, credibility, and consensus. Implications: The results of this study serve as a valuable reference for establishing social media-based marketing strategies in the food service industry. Furthermore, the findings also suggest the need for continuous research in response to evolving social media trends.