Tussyadiah, Iis7; Kausar, Devi5; Soesilo, Primidya K. M.6
1 Department of Design og Kommunikation, Faculty of Humanities, SDU2 Centre for Tourism, Innovation & Culture, Department of Design og Kommunikation, Faculty of Humanities, SDU3 Centre for Tourism, Innovation and Culture, Department of History, Faculty of Humanities, SDU4 Department of History, Faculty of Humanities, SDU5 Universitas Pancasila6 Temple University7 Department of History, Faculty of Humanities, SDU
This study explored social influence resulting from two distinct social reference processes on social networking sites (SNS). A web-based survey was conducted among consumers in the USA and Indonesia using restaurant consumption as a research context. The study identified the positive relationships between SNS engagement and both referral-based and comparison-based social influence for restaurant selection. Further, it was also identified that the relationships between SNS engagement and social influence are moderated by the different dimensions of consumers’ susceptibility to global influence, which include conformity to consumption trend and social prestige.
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The 4th Biennial Conference of International Tourism Studies Association, 2012