Agenda setting Restaurant reviews

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  • This project proposes to measure how much influence social media has in the distribution of a review.
  • Agenda setting Restaurant reviews

    1. 1. Agenda setting theory: is it still applicable in the age of social media?<br />By. Anish Parikh<br />
    2. 2. Introduction<br />Often consumers turn to interpersonal relationships which influence a persons attitudes and opinions (Friedkin, 1999). <br />Social media websites provide greater interpersonal interconnectivity<br />These opinion leaders often derive their opinions from traditional mass media sources(Katz, 1957). <br />
    3. 3. Purpose & Research Question<br />The purpose of this study is to examine the effects of traditional mass media on social media by looking at the diffusion of restaurant reviews. <br />To address purpose of the article, the research question asked is: “Do restaurant reviews published in newspapers affect the number of posts in the social media space?” <br />
    4. 4. Methodology<br />A total of 13 restaurants reviewed by the New York Times were investigated<br />Restaurants of various price points and cuisine, were examined to avoid bias<br />Number of posts ±7 days of review bing published were compared.<br />A matched pair t-test was conducted to determine if there was a significant difference between the number of posts Pre and Post review publication<br />
    5. 5. Results<br />Red Line Indicates Publication of Review<br />
    6. 6. Results (2)<br />The analysis yielded a t-value of 1.6884 with a DF of 5. <br />The two-tailed P value was 0.15, significantly over the alpha-level of .05<br />Although t-test failed to reject the null. This likely due to small sample size.<br />
    7. 7. Implications<br />A large number of social media posts regarding a restaurant appear after a review has been published in the newspaper<br />This study shows that McComb’s 1972 agenda setting work still holds true in today’s social media environment<br />
    8. 8. Thank You!<br />

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