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Consumers' Reciprocal Behaviors in the Hospitality Industry
Bae, Jung-in; Kwon, Jun Mo; Blum, Shane C. - 2011
Word-Of-Mouth (WOM) has long been considered to be one of the most important marketing tools. The Internet has created many variations to traditional WOM. Building on reciprocity theory, this study will focus on Positive Word-of-Mouth (PWOM). Previous studies addressed the fact that because...
Persistent link: https://www.econbiz.de/10009467873
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Online Consumer Herding Behaviors in the Hotel Industry
Kwon, Jun Mo; Bae, Jung-in; Phelan, Kelly - 2011
The emergence of the Internet brought changes to traditional Word-of-Mouth Communication (WOM). Consumers are able to share and exchange opinions with anyone in the world, while WOM has customarily resulted from face-to-face relationships (Huang & Chen, 2006). Online portals allow individuals to...
Persistent link: https://www.econbiz.de/10009467875
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"I Speak, Therefore I Am:" Identity and Self-Construction as Motivation to Engage in Electronic Word of Mouth
Taylor, David George - 2010
-concept and identity motivate consumers to engage in electronic word-of-mouth (eWOM)? 2. Is there a conceptual model to represent …-enhancement value of eWOM and resulting eWOM behaviors? A conceptual model was proposed and, using an experimental research design … motivate consumers to engage in eWOM, and a number of brand and message traits comprise eWOM's self-enhancement value. This …
Persistent link: https://www.econbiz.de/10009475030