Back to the table: how omnichannel social media marketing returns customers to restaurant locations

PurposeThe purpose of this study was to understand how social media marketing activities (SMMA) influence consumers' perceived value of online-to-offline food ordering experiences, subsequently affecting satisfaction and intentions to visit physical establishments.Design/methodology/approachData from 845 participants was collected using a purposive sampling technique. Covariance-based structural equation modeling was then applied to assess the conceptual model and its hypotheses.FindingsAnalysis of the structural equation modeling showed support for all hypotheses. SMMA exhibited positive effects on trust, hedonic value and utilitarian value, while these in turn positively influenced the use of online-to-offline food delivery services (O2O-FDS). In addition, results indicated a positive effect of O2O-FDS use on omni-channel restaurant satisfaction which then led to increased intentions to dine in at physical restaurants.Practical implicationsResults suggest that engaging SMMA and O2O-FDS builds trust and encourages in-person visits.Originality/valueResults from this study build upon the literature by shedding new light on the links between the effects of SMMA, trust, perceived value and consumers' intentions to visit physical restaurants after using the O2O-FDS. In addition, consumers' perceived trust, as well as hedonic and utilitarian values, mediate the effect of SMMA on O2O-FDS.