Examining the Impact of eWOM-Triggered Customer-to-Customer Interactions on Travelers’ Repurchase and Social Media Engagement
Izogo, E. E., Mpinganjira, M., Karjaluoto, H., & Liu, H. (2021). Examining the Impact of eWOM-Triggered Customer-to-Customer Interactions on Travelers’ Repurchase and Social Media Engagement. Journal of Travel Research, Early online, 004728752110504. https://doi.org/10.1177/00472875211050420
Published inJournal of Travel Research
© 2021 SAGE Publications
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 eWOM is challenged by other customers. Compared with individualistic cultures, such a phenomenon is more effective in collectivistic cultures, particularly when a customer shares negative eWOM. Customers in collectivistic cultures are more likely to appreciate consensus with other customers, and they tend to expend more effort toward solving dissonance. The theoretical and managerial implications of these findings are discussed. ...
Publication in research information system
MetadataShow full item record
- Kauppakorkeakoulu 
Additional information about fundingThe author(s) received no financial support for the research, authorship, and/or publication of this article.
Showing items with similar title or keywords.
Isoaho, K.; Burgas, D.; Janasik, N.; Mönkkönen, M.; Peura, M.; Hukkinen, J. I. (Elsevier BV, 2019)This paper explores whether the perceptions of forest owners and professionals could be nudged towards more sustainable management practices by adjusting a policy text’s metaphorical content. Recent research has demonstrated ...
Customer Value Framework and Recommendation Intention : The Moderating Role of Customer Characteristics in an Online Travel Community Ukpabi D.C.; Karjaluoto H.; Olaleye S.; Mogaji E. (Springer, 2020)The aim of this study was to develop and test a model that examined the interactions among the customer value framework, recommendation intention and customer characteristics in an online travel community (OTC). Data were ...
Hätönen, Henri; Itkonen, Viivi (2020)Viime vuosikymmen on osoittanut asiakassitoutumisen olevan merkittävä trendi organisaatioissa sekä lukuisilla eri tutkimuksen aloilla. Tutkimuksen ansiosta ymmärrämme asiakkaiden sitoutumiskäyttäytymistä jo melko laajalti, ...
Lievonen, Matias; Luoma-aho, Vilma; Hätönen, Henri (Global Science & Technology Forum, 2018)The online environment has highlighted the role of negative experiences and emotions by enabling fast and widespread publicity. Recent research has introduced both word-of-mouth and engagement as central concepts relating ...
Lahti, Malgorzata (University of Jyväskylä, 2015)