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
DisciplineMarkkinointiDigital marketing and CommunicationDigitaalinen liiketoiminta ja talous (painoala)Basic or discovery scholarshipMarketingDigital marketing and CommunicationDigital Business and Economy (focus area)Basic or discovery scholarship
© 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. ...
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Additional information about fundingThe author(s) received no financial support for the research, authorship, and/or publication of this article.
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