A theoretical framework of electronic word-of-mouth against the backdrop of social networking websites

Khaldoon Nusair, Nan Hua, Ahmet Ozturk, Irfan Butt

Research output: Contribution to journalArticle

9 Citations (Scopus)

Abstract

This study proposed and tested a theoretical framework that explains electronic word-of-mouth (eWOM) against the backdrop of social networking websites (SNWs), which have gained substantial popularity among travelers. In particular, a United States (US) nationwide online survey was conducted and nine hypotheses were tested. The findings suggest that willingness to share knowledge and switching costs are positively related to eWOM communication. In addition, customer value (utilitarian) has positive relationships with willingness to share knowledge, perceived security, and switching cost, while customer value (hedonic) has positive relationships with willingness to share knowledge and switching costs. Last but not least, the findings indicate that perceived security does negatively impact eWOM. In light of the major findings, the article sets forth strategic implications for travel-related social networking websites.

Original languageEnglish
Pages (from-to)653-665
Number of pages13
JournalJournal of Travel and Tourism Marketing
Volume34
Issue number5
DOIs
Publication statusPublished - Jun 13 2017

Keywords

  • customer value
  • electronic word-of-mouth
  • eWOM communication
  • hedonic
  • perceived security
  • Social networking websites
  • switching costs
  • travel
  • utilitarian
  • willingness to share knowledge

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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