...Alberto Azuara-Grande; José Ramón Sarmiento-Guede; María García-de-Blanes-Sebastián; Daniel Corral-de-la-Mata Purpose This study aims to investigate the influence of electronic Word-of-Mouth (eWOM) on museum visitors’ decision-making, with a particular focus on Generation Z. It aims to analyze how...

...Poompak Kusawat; Surat Teerakapibal Purpose Global adoption of the internet and mobile usage results in a huge variation in the cultural backgrounds of consumers who generate and consume electronic word-of-mouth (eWOM). Unsurprisingly, a research trend on cross-cultural eWOM has emerged. However...