0000000000160239
AUTHOR
Ernest Emeka Izogo
Examining the Impact of eWOM-triggered Customer-to-Customer Interactions on Travelers’ Repurchase and Social Media Engagement
Electronic word-of-mouth (eWOM) communication on social media has revolutionized how travelers search for and share information and how they interact with one another digitally. This research examines the effects of eWOM-triggered customer-to-customer (C2C) interactions on travelers’ post-eWOM behaviors (i.e., repurchase and customer engagement) in a cross-cultural context. Drawing upon cognitive dissonance theory, a scenario-based experiment was conducted using a sample of 461 African tourists with recent intracontinental travel experience. Our findings suggest that a customer’s repurchase intention and engagement in social media C2C interactions are significantly influenced when their eWO…
Examining the Impact of eWOM-Triggered Customer-to-Customer Interactions on Travelers’ Repurchase and Social Media Engagement
Electronic word-of-mouth (eWOM) communication on social media has revolutionized how travelers search for and share information and how they interact with one another digitally. This research examines the effects of eWOM-triggered customer-to-customer (C2C) interactions on travelers’ post-eWOM behaviors (i.e., repurchase and customer engagement) in a cross-cultural context. Drawing upon cognitive dissonance theory, a scenario-based experiment was conducted using a sample of 461 African tourists with recent intracontinental travel experience. Our findings suggest that a customer’s repurchase intention and engagement in social media C2C interactions are significantly influenced when their eW…
sj-docx-1-jtr-10.1177_00472875211050420 – Supplemental material for Examining the Impact of eWOM-Triggered Customer-to-Customer Interactions on Travelers’ Repurchase and Social Media Engagement
Supplemental material, sj-docx-1-jtr-10.1177_00472875211050420 for Examining the Impact of eWOM-Triggered Customer-to-Customer Interactions on Travelers’ Repurchase and Social Media Engagement by Ernest Emeka Izogo, Mercy Mpinganjira, Heikki Karjaluoto and Hongfei Liu in Journal of Travel Research
Negative eWOM and perceived credibility : a potent mix in consumer relationships
PurposeBased on the foundations of the schema theory, the elaboration likelihood model (ELM) and customer experience literature, this research examines how the interplay between a consumer's previous shopping experience(s) and perceived credibility of negative online word-of-mouth (PCNWOM) leads to improved consumer–firm relationship quality (RQ).Design/methodology/approachThe authors utilised series of scenario-based experiments (N = 918) to test the research hypotheses.FindingsThe authors show that a focal customer's previous shopping experiences attenuate the perceived credibility of negative word-of-mouth on social media by other customers, which in turn weakens consumer–firm RQ. The au…