The world of marketing is one that is changing. Where advertisements through TV, radio and print had
been the dominant method for marketing, word of mouth has become a front runner.
This paper looks specifically at the influence of word of mouth via user generated content on bar and
restaurant customers in the Dublin hospitality market.
In part of this research previous academic literature has been drawn upon surrounding the subject of
online word of mouth. The methodology is undertaken is quantitative in nature and with the use of
questionnaires data has been collected from a sample population to determine the reactions of
individuals to online reviews of bars and restaurants. The results of the primary research provide
information to managers and marketers from bars and restaurants as to why there is a necessity to
pay close attention to what is being said about them via online word of mouth and also why it is
necessary to manage their online presence. Author keywords: User-generated content, online word of mouth, user reviews