000152057 001__ 152057 000152057 005__ 20251017144621.0 000152057 0247_ $$2doi$$a10.1108/SJME-10-2020-0186 000152057 0248_ $$2sideral$$a126851 000152057 037__ $$aART-2021-126851 000152057 041__ $$aeng 000152057 100__ $$aAkdim K.$$uUniversidad de Zaragoza 000152057 245__ $$aThe influence of eWOM. Analyzing its characteristics and consequences, and future research linesLa influencia de eWOM. Analizando sus caracteristicas, consecuencas y futuras lineas de investigación 000152057 260__ $$c2021 000152057 5060_ $$aAccess copy available to the general public$$fUnrestricted 000152057 5203_ $$aPurpose: This study, first, reviews the existing literature on electronic word-of-mouth (eWOM) and, using communication theory, examines its impact on its readers’ decision-making processes. Second, this paper aims to propose some elements of eWOM communications that might be further researched. Design/methodology/approach: A literature review of relevant academic articles produced 97 works related to social communication theory, eWOM and new artificial intelligence trends in hospitality. Thereafter, potential avenues for future research were explored. Findings: The study results showed: valence, relevance, understandability and visual cues are the most important antecedents of message usefulness and the reader’s behavioral intentions; source credibility is the sender characteristic that most affects the reader’s behavioral intentions and consumer susceptibility to interpersonal influence is the receiver characteristic that most influences their attitudes and behavioral intentions. In addition, the study highlights four relevant aspects for future research. First, more research into online fake reviews is needed to better understand sender motivations. Second, companies should actively manage negative reviews. Then, the careful choice of platforms on which companies promote their products/services. Finally, the role of artificial intelligence in increasing the effectiveness of eWOM in the hospitality industry. Originality/value: This paper integrates – grounded on communication theory – results from previous studies about the central elements of communication (message, sender and receiver) and discusses the main trends in hospitality-related eWOM. In addition, the paper examines the potential of specific eWOM elements as future lines of research, in particular: fake reviews, strategies for dealing with negative reviews, the eWOM platform used and artificial intelligence applications. 000152057 536__ $$9info:eu-repo/grantAgreement/ES/DGA-FSE/S20-20R METODO Research Group$$9info:eu-repo/grantAgreement/ES/MINECO/ECO2016-76768-R 000152057 540__ $$9info:eu-repo/semantics/openAccess$$aby$$uhttps://creativecommons.org/licenses/by/4.0/deed.es 000152057 592__ $$a0.98$$b2021 000152057 593__ $$aMarketing$$c2021$$dQ2 000152057 594__ $$a6.8$$b2021 000152057 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion 000152057 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados 000152057 773__ $$g25, 2 (2021), 237-257$$pSpan. j. mark.-ESIC$$tSpanish Journal of Marketing - ESIC$$x2444-9695 000152057 8564_ $$s558072$$uhttps://zaguan.unizar.es/record/152057/files/texto_completo.pdf$$yVersión publicada 000152057 8564_ $$s1825140$$uhttps://zaguan.unizar.es/record/152057/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada 000152057 909CO $$ooai:zaguan.unizar.es:152057$$particulos$$pdriver 000152057 951__ $$a2025-10-17-14:21:39 000152057 980__ $$aARTICLE