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August 20, 2025Asia Pacific Journal of Marketing and Logistics

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

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Authors

CLChih‐Hsing LiuMing Chuan UniversityMLMaria Carmen B. LapuzNational Kaohsiung First University of Science and Technology

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Implication

Observational analysis revealed that tableside presentations influence social media sharing intentions in diners, highlighting the roles of trust and brand experience.

Key Points

  • Customers with higher trust levels showed increased social media sharing intentions, linking trust to advocacy.
  • Brand experience and reputational value were critical mediators between risk attitudes and social media sharing intentions.
  • The research model examined both first-order and second-order factors, ensuring robustness and reliability in findings.
  • Positive word-of-mouth significantly strengthened the relationship between trust and social media sharing intentions, enhancing engagement.

Cite This Study

Liu et al. (2025) studied this question.

synapsesocial.com/papers/68af4cebad7bf08b1ead6d76https://doi.org/10.1108/apjml-02-2025-0187
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