...Ye Zhang; Jie Gao; Anil Bilgihan; Melanie Lorenz Purpose Hospitality businesses have been challenged to pick fitting electronic word-of-mouth (eWOM) management strategies, yet accurate return on investment assessments and contextual contingencies interpretation essential for leveraging eWOM power...

...) in the hospitality business context. Design/methodology/approach The conceptual model of this study was tested based on responses from 234 hospitality students in the USA who are Generation Yers and had worked in the hospitality industry for more than three months. Findings This study revealed...