121078 20230914083339.0 doi 10.1108/JHTI-10-2020-0193 sideral 126501 ART-2022-126501 eng Ruiz-Equihua, Daniel How old is your soul? Differences in the impact of eWOM on Generation X and millennials 2022 Access copy available to the general public Unrestricted Online reviews have received research attention in recent years, as they work as precursors of consumer behaviors. Previous studies have suggested that the influence of online reviews may vary across generations. However, the previous literature has not analyzed yet whether millennials and Generation X react differently to online reviews. This study aims to shed light on this by analyzing whether the attitudes and behavioral intentions generated by online reviews are different for these two generational cohorts. Design/methodology/approach An experimental procedure was designed to manipulate online review valence; data were collected from 351 respondents in two samples, Generation X and millennial participants. Findings Results suggested that positive online reviews generate more positive customer attitudes and booking intentions than negative online reviews. In addition, Generation X vs millennials moderates the link among online review valence, attitudes and booking intentions. The resultant behaviors from online reviews are more intense among Generation X than for millennials. Practical implications Managers should be aware of online review valence and their customers'' generational cohort, that is, whether they are millennials or Generation X, as they react differently to online reviews. Originality/value This research examines the moderating role of millennials and Generation X in the relationship between online reviews, consumer attitudes and behavioral intentions. The aim is to explain how millennial and Generation X consumers react to eWOM, that is, whether generational cohort mitigates or enhances the effects of positive vs negative online reviews on consumer reactions. info:eu-repo/grantAgreement/ES/DGA-FSE/S20-20R METODO Research Group info:eu-repo/grantAgreement/ES/MINECO/ECO2015-69103-R info:eu-repo/grantAgreement/ES/MINECO/ECO2016-76768-R info:eu-repo/semantics/openAccess All rights reserved http://www.europeana.eu/rights/rr-f/ 0.641 2022 Tourism, Leisure and Hospitality Management 2022 Q2 4.5 2022 info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion Casaló, Luis V. Universidad de Zaragoza (orcid)0000-0002-9643-2814 Romero, Jaime 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 5, 3 (2022), 553-566 Journal of hospitality and tourism insights 2514-9792 463170 http://zaguan.unizar.es/record/121078/files/texto_completo.pdf Postprint 1179519 http://zaguan.unizar.es/record/121078/files/texto_completo.jpg?subformat=icon icon Postprint oai:zaguan.unizar.es:121078 articulos driver 2023-09-13-11:21:01 ARTICLE