An investigation of the impact of online word of mouth on purchase intention in the Dublin Hospitality Sector (bars and restaurants)

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Sweeney, Aine
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MBA in Information Systems
Dublin Business School
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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