Understanding the moderating role of E-WoM and traditional media advertisement toward fast-food joint selection: a uses and gratifications theory

Abstract

ABSTRACT The purpose of the study is to examine the antecedents/predictors toward customers’ desire to choose a fast-food joint/base in a developing country (Ghana). The partial goal is to assess the moderating role of traditional media advertisement and electronic Word-of-Mouth (eWOM) in the fast-food business. Relying on the ‘Uses and Gratifications Theory,’ we adopted a quantitative research inquiry with 405 valid responses from fast-food customers in the Cape Coast metropolis (Coastal area) of Ghana. Using a PLS-SEM, results revealed that, the variables, particularly, convenience and time, menu price, and taste and preference were significant factors influencing fast-food patrons to select a fast-food joint/base. Additionally, the moderation analysis revealed that, television and radio advertisement, as well as eWOM play a significant role on the interaction between taste and preference and the desire to choose a fast-food joint/base for a regular meal. The research outcome offered a strategic marketing guideline for fast-food operators particularly, with communication and advertising strategies that could enhance their market share while ensuring a competitive business environment. Limitation and recommendations for future study have been considered.