152057 20251017144621.0 doi 10.1108/SJME-10-2020-0186 sideral 126851 ART-2021-126851 eng Akdim K. Universidad de Zaragoza The influence of eWOM. Analyzing its characteristics and consequences, and future research linesLa influencia de eWOM. Analizando sus caracteristicas, consecuencas y futuras lineas de investigación 2021 Access copy available to the general public Unrestricted Purpose: 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. info:eu-repo/grantAgreement/ES/DGA-FSE/S20-20R METODO Research Group info:eu-repo/grantAgreement/ES/MINECO/ECO2016-76768-R info:eu-repo/semantics/openAccess by https://creativecommons.org/licenses/by/4.0/deed.es 0.98 2021 Marketing 2021 Q2 6.8 2021 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 25, 2 (2021), 237-257 Span. j. mark.-ESIC Spanish Journal of Marketing - ESIC 2444-9695 558072 http://zaguan.unizar.es/record/152057/files/texto_completo.pdf Versión publicada 1825140 http://zaguan.unizar.es/record/152057/files/texto_completo.jpg?subformat=icon icon Versión publicada oai:zaguan.unizar.es:152057 articulos driver 2025-10-17-14:21:39 ARTICLE