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

Akdim K. (Universidad de Zaragoza)

Resumen: 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.

Idioma: Inglés

DOI: 10.1108/SJME-10-2020-0186

Año: 2021

Publicado en: Spanish Journal of Marketing - ESIC 25, 2 (2021), 237-257
ISSN: 2444-9695

Factor impacto CITESCORE: 6.8 - Business, Management and Accounting (Q1)

Factor impacto SCIMAGO: 0.98 - Marketing (Q2)

Financiación: info:eu-repo/grantAgreement/ES/DGA-FSE/S20-20R METODO Research Group
Financiación: info:eu-repo/grantAgreement/ES/MINECO/ECO2016-76768-R

Tipo y forma: Artículo (Versión definitiva)

Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)