Importancia a los comentarios en redes sociales, como un factor de decisión en la elección de restaurantes que aún no conocen, entre los millennials de 25 a 35 años con estudios universitarios, frente a la generación x de 40 a 50 años, que viven en Cuenca

Abstract

Social networks have positioned themselves as a powerful communication tool, with a great incidence in people’s decisions where purchasing is concerned, an aspect that becomes clearly evident with businesses connected to culinary art. However, this incidence does not have a homogenous character. There is a difference according to the age group to which each person belongs. It has been possible to demonstrate that the incidence of comments made through social media about the service and quality of restaurants is different for Millennials than for Generation Xers of the city of Cuenca. The relationship generated between these two groups presents different views and is marked by their different interests and preferences. Electronic word of mouth, however, is information that can influence when choosing a restaurant, and there lies its value to consider it as a non-traditional publicity tool, which needs to be taken into consideration by restaurants and other businesses having to do with gastronomy. The phenomenon known as prosumers, which describes current consumers constituted from new media provided by information technology, it is evident in food businesses.