Fostering customer social media advocacy: the role of tableside presentations in trust, risk attitude and positive WOM

Purpose This study investigates the effects of the tableside show dining experience on customer behaviour. Specifically, it explores how brand experience, trust and reputational value mediate the relationship between customers’ risk attitudes and their social media sharing intentions. Design/methodology/approach Data were collected from a sample of customers with prior dining experience in restaurants offering tableside presentations. The study utilised a research model that examines both first-order and second-order factors of alternative models to ensure robustness. Findings The results revealed that brand experience, trust and reputational value play multiple mediating roles in linking risk attitudes to social media sharing intentions. Additionally, positive word-of-mouth (WOM) was found to have a significant moderating effect, strengthening the relationship between trust and reputational value and social media sharing intentions. Originality/value This study provides novel insights into how the tableside dining experience can influence customer behaviour, particularly in the context of social media engagement. By highlighting the roles of brand experience, trust, reputational value and WOM, the research offers practical and theoretical implications for enhancing dining experiences and leveraging customer engagement through social media.