... of mouth (WOM) and electronic WOM (eWOM). The research model also consists of product involvement as the moderator. Design/methodology/approach Based on the results of the pretest stages, the study included two stimuli, and respondents were presented with two different brand posts (i.e. two manipulated...

... (WOM) and his revisit intention. Design/methodology/approach The information obtained through a personal survey to 382 local tourists was refined and subjected to structural equation analysis. Analyses conducted with SPSS 20.0 and AMOS 20 software confirmed the existence of interesting significant...

...Mónica Gómez-Suárez; Mónica Veloso Purpose The purpose of this paper is to develop a model to measure the impact of brand experience in the hotel industry, on word-of-mouth (WOM) recommendations while accounting for the possible mediating role of people’s emotional attachment with the brand. Design...

...., 1998). Our study analyzes whether self-enhancement moderates the influence of content creation on eWOM and WOM behaviors. Relationship quality is a control variable in our model. Because relationship quality captures customers’ positive feelings about a company (Alves et al., 2019), it may...