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What is Electronic Word Of Mouth (E-WOM)

Chapter 18
Handbook of Research on Holistic Optimization Techniques in the Hospitality, Tourism, and Travel Industry
All of the informal communications directed at consumers through Internet-based technology with regard to the consumption experience of products and services and their providers.
Published in Chapter:
Young Tourists' Perceptions of Hotel Disintermediation: Evidence from Italy
Giacomo Del Chiappa (University of Sassari, Italy), Mariella Pinna (University of Sassari, Italy), and Marcello Atzeni (University of Cagliari, Italy)
Copyright: © 2017 |Pages: 19
DOI: 10.4018/978-1-5225-1054-3.ch018
Abstract
Generation Y has been considered to be a sizeable new market. This study, based on a sample of 1131 Italian travellers from Gen Y, investigates their views for and against disintermediation, and analyses how their choices are influenced by user generated content (UGC), rather than by information provided by high street travel agencies. The factor analysis uncovers three dimensions: “Benefits of Travel Agency”, “Benefits of Online Reservation”, and “Online Trust & Search Behaviour”. Further, a series of statistical tests indicate that demographics such as age and education have a significant influence on the respondents' perceptions. Our findings suggest that hotel managers and travel agencies should monitor Gen Y perceptions of the benefits and constraints of using the Internet, UGC and travel agencies for hotel booking. Further, accommodation providers should use online channels to create affective commitment in their young customers. Limitations of the study are discussed and suggestions for further research are given.
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Chapter 7
Barriers to Academic Entrepreneurship in Knowledge Based Spinoffs: Evidence from Spanish Research Groups
Any positive or negative statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the Internet.”
Published in Chapter: Barriers to Academic Entrepreneurship in Knowledge Based Spinoffs: Evidence from Spanish Research Groups; From: Handbook of Research on Entrepreneurial Success and its Impact on Regional Development
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Chapter 6
Social Media and E-Commerce: A Study on Motivations for Sharing Content From E-Commerce Websites
Positive ornegative statement made by potential, actual, orformer customers about a product or company, whichis made available to a multitude of people and institutionsvia the Internet.e-WOMcan be articulated in many different forms such as opinions, online ratings, feedback, reviews, comments and experience sharing on the internet and through many different channels which range from blogs to discussion forums as well as online retailers and social networking sites.
Published in Chapter: Social Media and E-Commerce: A Study on Motivations for Sharing Content From E-Commerce Websites; From: Managing Social Media Practices in the Digital Economy
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Chapter 15
An Empirical Study on the Importance of Electronic Word of Mouth in the Concierge Industry: The Case of Cyprus
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Chapter 16
Consumption in the Digital Age: A Research on Social Media Influencers
It describe the way of word-of-mouth communication that takes places in online platforms or social networks.
Published in Chapter: Consumption in the Digital Age: A Research on Social Media Influencers; From: Handbook of Research on Consumption, Media, and Popular Culture in the Global Age
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Chapter 3
How Influencers Can Leverage Performance in Business
Consumers' information sharing and exchange about a product or company via the Internet, social media, and mobile communication.
Published in Chapter: How Influencers Can Leverage Performance in Business; From: Using Influencer Marketing as a Digital Business Strategy
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Chapter 16
E-WOM as an Asset of Branded Content Strategies: A Conceptual Approach to the Role of Consumers in Building Brand Equity
Strategy of disseminating content about products and/or services of different brands on various digital platforms that are created or shared by the users themselves according to their consumption experience. These consumer contributions about brands can be positive (positive e-WOM) or negative (e-WOM), and are more effective than traditional advertising in consumer decision-making processes.
Published in Chapter: E-WOM as an Asset of Branded Content Strategies: A Conceptual Approach to the Role of Consumers in Building Brand Equity; From: Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape
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Chapter 1
Network Analysis of Destination Management Organization Smart Tourism Ecosystem (STE) for E-Branding and Marketing of Tourism Destinations
All informal communication via the Internet addressed to consumers and related to the use or characteristics of goods or services or the sellers thereof.
Published in Chapter: Network Analysis of Destination Management Organization Smart Tourism Ecosystem (STE) for E-Branding and Marketing of Tourism Destinations; From: Handbook of Research on Social Media Applications for the Tourism and Hospitality Sector
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