FROM POSTS TO PLATES: A STUDY ON THE INFLUENCE OF EWOM WITHIN FACEBOOK COMMUNITIES ON CONSUMER PURCHASE INTENTIONS IN THE FOOD SERVICE INDUSTRY

This study examined the impact of electronic word of mouth (eWOM) within Facebook communities on consumer purchase intentions in the Philippine food service sector. Purposive sampling collected data from 412 respondents in a food-related Facebook community. PLS-SEM was used to assess the effects of information quality, information quantity, and information credibility on the perceived usefulness and adoption of information, which identified the key drivers of purchase intention in food-focused Facebook groups. Results showed that information quality, information quantity, and information credibility do not significantly influence purchase intention and that the perceived usefulness of information was found to be the primary driver, which indicated that consumers value the relevance and applicability of eWOM in meeting consumer needs. Moreover, it was found out that Information Quality, Quantity, and Credibility - do act as significant predictors of Purchase Intention. This may reflect the unique way Filipino consumers process online information, where personal experiences often outweigh purely informational attributes. Businesses formulated effective marketing strategies to align content with consumer expectations and enhance purchase intentions.