1. Travel Posts on WeChat Moments: A Model for eWOM Effectiveness
- Author
-
M.S. Balaji, Dan Xian Xu, Yong Rao, and Yangyang Jiang
- Subjects
business.industry ,05 social sciences ,Conceptual model (computer science) ,Usability ,Advertising ,Affect (psychology) ,Social relation ,Negatively associated ,Tourism, Leisure and Hospitality Management ,0502 economics and business ,050211 marketing ,Social media ,business ,Psychology ,050212 sport, leisure & tourism - Abstract
The purpose of this study is to empirically investigate factors and boundary conditions that may affect the effectiveness of electronic word-of-mouth (eWOM) in influencing a consumer's travel decision-making behavior. The conceptual model was tested using data collected from Chinese WeChat users. An online survey generated 550 valid responses. Results show that eWOM content richness and perceived ease of use of the eWOM platform positively influence eWOM effectiveness, while the eWOM receiver expertise is negatively associated with eWOM effectiveness. In addition, a consumer's social interaction with others on the social media platform moderates the aforementioned relationships. Theoretical and managerial implications are elaborated.
- Published
- 2020