Electronic word of mouth is defined as any positive or negative statement made by customers about the products or services. E-WOM is a crucial component in the restaurant industry, remarkably influencing consumer choices in the selection of products or services and also boost the profitability of any business. Positive reviews, powered by food quality, service, and aura, intensify restaurant recognition, while negative feedback can dissuade customers. High review volume and ratings, especially on these platforms directly linked to increased profitability.
Restaurant industry is considered one of the thriving sectors giving substantial profits to the Indian Economy. Many research studies have examined at the effectiveness of traditional word of mouth behaviour in initiating loyalty or disloyalty towards restaurants. However, there is a need to examines antecedents or factors that drive consumers to spread positive or negative WOM for the restaurants. This research focuses on the factors which lead to spreading E-WOM amongst consumers. The investigation also sheds light on the end result of this e-WOM being spread. Lot of people use e-WOM as a crucial factor while visiting a restaurant.