Table 2. Main conclusions, theoretical... | Emerald Publishing

Table 2.

Main conclusions, theoretical and managerial implications

Conclusions	Theoretical and managerial implications
Valence, relevance, understandability and visual cues are the most important antecedents of message usefulness and the reader’s behavioral intentions	Making travel and tourism managers aware that the eWOM message is a rich source of data that may influence readers’ behavioral intentions Improving eWOM message features by updating information and making it more visual and attractive can contribute to the effective management of businesses
Source credibility is the sender characteristic that most affects the reader’s behavioral intentions	Lack of source credibility leads to psychological discomfort and, consequently, weak consumer purchase intentions Managers should encourage credible reviews by offering awards and/or privileged status to those users who provide pictures and/or videos to support their reviews and/or to those with higher expertise, etc.
Consumer susceptibility to interpersonal influence is the receiver characteristic that most influences their attitudes and behavioral intentions	Individuals susceptible to interpersonal influence are more likely to purchase products that they perceive will improve their reputations in the eyes of others Practitioners should recognize, in their marketing strategies, that consumer susceptibility to interpersonal influence is a key element in understanding different consumer types (e.g. celebrities and opinion leaders promoting products/services and rewards for loyal consumers)
More research into online fake reviews is needed to better understand sender motivations	Understanding senders’ motivations for posting fake reviews can hcelp managers implement appropriate defense strategies and improve customer-company relationships
Companies should actively manage negative reviews	Appropriate management of negative reviews (e.g. responding appropriately, developing a partnership with consumers) helps to: Understand consumers’ needs and reduces negative comments Turn unsatisfied customers into loyal customers Create committed relationships between companies and consumers
Managers should carefully choose the platforms on which their products/services are promoted	Managers should focus more on personal blogs due to their higher credibility and use of social cues
eWOM will be increasingly influenced by AI.	AI technologies can improve the customer experience (pre-stay, during the stay and post-stay) AI can be integrated into the recommendations provided by smart speakers such as Alexa and virtual assistants such as Nest Hub (contactless technology is increasingly in demand as a result of COVID-19)

Conclusions	Theoretical and managerial implications
Valence, relevance, understandability and visual cues are the most important antecedents of message usefulness and the reader’s behavioral intentions	Making travel and tourism managers aware that the eWOM message is a rich source of data that may influence readers’ behavioral intentionsImproving eWOM message features by updating information and making it more visual and attractive can contribute to the effective management of businesses
Source credibility is the sender characteristic that most affects the reader’s behavioral intentions	Lack of source credibility leads to psychological discomfort and, consequently, weak consumer purchase intentionsManagers should encourage credible reviews by offering awards and/or privileged status to those users who provide pictures and/or videos to support their reviews and/or to those with higher expertise, etc.
Consumer susceptibility to interpersonal influence is the receiver characteristic that most influences their attitudes and behavioral intentions	Individuals susceptible to interpersonal influence are more likely to purchase products that they perceive will improve their reputations in the eyes of othersPractitioners should recognize, in their marketing strategies, that consumer susceptibility to interpersonal influence is a key element in understanding different consumer types (e.g. celebrities and opinion leaders promoting products/services and rewards for loyal consumers)
More research into online fake reviews is needed to better understand sender motivations	Understanding senders’ motivations for posting fake reviews can hcelp managers implement appropriate defense strategies and improve customer-company relationships
Companies should actively manage negative reviews	Appropriate management of negative reviews (e.g. responding appropriately, developing a partnership with consumers) helps to: Understand consumers’ needs and reduces negative comments Turn unsatisfied customers into loyal customers Create committed relationships between companies and consumers
Managers should carefully choose the platforms on which their products/services are promoted	Managers should focus more on personal blogs due to their higher credibility and use of social cues
eWOM will be increasingly influenced by AI.	AI technologies can improve the customer experience (pre-stay, during the stay and post-stay)AI can be integrated into the recommendations provided by smart speakers such as Alexa and virtual assistants such as Nest Hub (contactless technology is increasingly in demand as a result of COVID-19)

Source: Own source