Antecedents of travellers' electronic word-of-mouth communication

Liang, Silvia Wan-Ju; Ekinci, Yüksel; Occhiocupo, Nicoletta; Whyatt, Georgina

doi:10.1080/0267257x.2013.771204

Cited by 80 publications

(62 citation statements)

References 65 publications

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“…A possible explanation for this result may be that customers perceive such tweets to be useful since they might provide, for example, guidelines, tips, or instructions. This is in line with previous researches that reported that eWOM usefulness plays a significant role in adopting eWOM information (Liang et al, 2013;Yang, 2013a).…”

Section: Discussionsupporting

confidence: 82%

Electronic word of mouth in social media: the common characteristics of retweeted and favourited marketer-generated content posted on Twitter

Alboqami

Al‐Karaghouli

Baeshen

et al. 2015

IJIMA

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Marketers desire to utilise electronic word of mouth (eWOM) marketing on social media sites. However, not all online content generated by marketers has the same effect on consumers; some of them are effective while others are not. This paper aims to examine different characteristics of marketer-generated content (MGC) that of which one lead users to eWOM. Twitter was chosen as one of the leading social media sites and a content analysis approach was employed to identify the common characteristics of retweeted and favourited tweets. 2,780 tweets from six companies (Booking, Hostelworld, Hotels, Lastminute, Laterooms and Priceline) operating in the tourism sector are analysed. Results indicate that the posts which contain pictures, hyperlinks, product or service information, direct answers to customers and brand centrality are more likely to be retweeted and favourited by users. The findings present the main eWOM drivers for MGC in social media.Keywords: electronic word of mouth; eWOM; social media; content analysis; marketer-generated content; MGC; Twitter; characteristics of tweets.Reference to this paper should be made as follows: Alboqami, H., Al-Karaghouli, W., Baeshen, Y., Erkan, I., Evans, C. and Ghoneim, A. (2015) 'Electronic word of mouth in social media: the common characteristics of retweeted and favourited marketer-generated content posted on Twitter ', Int. J. Internet Marketing and Advertising, Vol. 9, No. 4, Biographical notes: Hassan Alboqami is a PhD student in the Business School at Brunel University in London since 2013. He obtains his Master degree at Hertfordshire University in the UK 2011. In his PhD, the research interests are electronic word of mouth (eWOM), social media and customer relationship management. Chris Evans is a Senior Lecturer in the Brunel Business School at Brunel University. His research interests include interactivity, Web 2.0 and social media, multimedia learning technology, and the adoption of innovative learning technologies. He is chair of the annual eLearning 2.0 international conference on social media for learning. Electronic word of mouth in social mediaAhmad Ghoneim is a Lecturer of eBusiness and Information Systems at Brunel Business School. He is a member of the (ISEing) group -a research centre of excellence that supports a number of (EPSRC) funded networks and projects. Ahmad is the Programme Chair for the annual EMCIS conference and is on the editorial board of the TGPPP journal. He also co-edited special issues for IJCEC and EJIS journals.All authors contributed equally and have been listed alphabetically.

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Section: Discussionsupporting

confidence: 82%

Electronic word of mouth in social media: the common characteristics of retweeted and favourited marketer-generated content posted on Twitter

Alboqami

Al‐Karaghouli

Baeshen

et al. 2015

IJIMA

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“…Sparks et al's (2013) found a significant mediation effect of attitude towards staying at a resort. Liang et al (2013) found that travellers' overall attitude mediates the direct influence of subjective norms, adoption of electronic communication media technology and customer dissatisfaction and satisfaction with travel consumption experience on travellers' intention to use eWOM communication media. Undoubtedly, blogger recommendation is a popular type of eWOM that is frequently utilised by consumers.…”

Section: Discussion and Implicationmentioning

confidence: 95%

Antecedents of Consumer Attitude towards Blogger Recommendations and its Impact on Purchase Intention

Ing¹,

Ming²

2018

AJBA

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Manuscript type: Research paper. Research aims: This study aims to fill in the literature gap by examining the relationship between various antecedent factors affecting consumer attitude towards blogger recommendations and their purchase intention. Design/ Methodology/ Approach: A total of 384 questionnaires were collected and analysed using the partial least squares (PLS) approach. Research findings: The results highlight the relationships existing between consumer attitude and the antecedent factors namely, perceived usefulness, trustworthiness, information quality and perceived benefits. The study also confirms the mediation role of consumer attitude towards blogger recommendations. Most importantly, consumer attitude towards blogger recommendations is found to have significant influence on consumer purchase intention. Theoretical contributions/ Originality: This study provides a comprehensive empirical examination of the antecedent factors that contribute to consumer attitude towards blogger recommendations, previously examined by different researchers in separate studies. It is found that trustworthiness is the main factor contributing to consumer attitude towards blogger recommendations, followed by information quality, perceived usefulness and perceived benefits. Attitude towards blogger recommendations is found to have a strong

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“…It may also help explain word-of-mouth communication in the travel industry (Liang, Ekinci, Occhiocupo, & Whyatt, 2013), where Hankinson (2009) finds that 'to be successful, destination brands must go beyond the communication of an image and make the brand promise a reality' (p. 111). One potential managerial implication of these findings is that tourist site managers and marketers could better support tourists post-visit consumption activities by constructing visitor experiences which afford consumers opportunities to recreate their experiences in future narratives and thereby influence their notions of national identity.…”

Section: Discussionmentioning

confidence: 99%

Exploring the role of dark tourism in the creation of national identity of young Americans

Tinson

Saren

Roth

2015

Journal of Marketing Management

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motivated by an interest in the relative impact of transition on consumption and identity formation using ritual practice as a context. Publications have centred on the interrelationships between adolescent consumer behaviour and the social factors that affect the consolidation of identity positions. 3 Abstract: The purpose of this paper is to examine the role of dark tourism in constructing narratives and stories which co-create and reinforce national identity. By focusing on the voice of the tourist and their consumer experience, we develop an understanding of youth behaviours and motivations associated with dark tourism and the effect of social influences in forming narratives. This empirical study comprises 20 interviews with young American dark tourist site visitors, 11 of whom were re-interviewed. The emic insights suggest dark tourism experiences can be used to (re)affirm individual roles, enhance feelings of national identity and co-create a self as well as a national identity. An etic conceptual model is proposed that is specifically designed for dark tourism sites. It provides a novel explanation of national identity co-creation and recognises the relationship between tourist motivation, experience and co-creation. Michael Saren is Professor ofKeywords: Co-creation, National Identity, Dark Tourism, Narratives, Youth Summary statement of contribution: This research provides a theoretical contribution to our understanding of the ways in which national identity and dark tourism are linked. Taking a social construction perspective the empirical research design comprises 20 interviews with young American dark tourist site visitors, 11 of whom were re-interviewed. These repeat interviews take account of the reinterpretation of the tourists' experiences and ensure that the researchers' understanding of the first-round interviews was close enough to the interviewees' worldviews. We conceptualise the intricate and sometimes inconsistent stances that visitors take when explaining their dark tourism motivations and reflections and propose a new conceptual framework.4

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Antecedents of travellers' electronic word-of-mouth communication

Cited by 80 publications

References 65 publications

Electronic word of mouth in social media: the common characteristics of retweeted and favourited marketer-generated content posted on Twitter

Electronic word of mouth in social media: the common characteristics of retweeted and favourited marketer-generated content posted on Twitter

Antecedents of Consumer Attitude towards Blogger Recommendations and its Impact on Purchase Intention

Exploring the role of dark tourism in the creation of national identity of young Americans

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