Driving Social Media Customers’ Purchase Intentions: The Mediation Role of EWOM Credibility
Abstract
In the era of global networking, the development of social media allows the facilitation of electronic word-of-mouth (EWOM) on global and widely accessible platforms. People use such platforms to discuss and share feedback, reviews, or evaluations on products and services with their acquaintances, family, friends, or the public. This study examines the impact of EWOM characteristics (namely, quality/usefulness, quantity/intensity, valence, and recency) on EWOM credibility and social media customers’ purchase intentions, considering the mediation role of EWOM credibility. Study data were collected from 664 customers and analyzed by structural equation modeling. The findings revealed that EWOM characteristics and credibility have significant effects on purchase intention. EWOM quality/usefulness, quantity/intensity, and recency have significant effects on EWOM credibility. Furthermore, EWOM credibility mediates the effects of EWOM quality/usefulness and recency on purchase intention. This study provides empirical evidence that may help researchers and practitioners explore methods to encourage social media customers’ purchase intentions.
Full text article
References
Al-Haddad, S., Sharabati, A.-A. A., Harb, L., Husni, A., & Abdelfattah, M. (2022). E-WOM and Consumers’ Purchase Intention: An Empirical Study on Facebook. Innovative Marketing, 18(3), 149–158. https://doi.org/10.21511/im.18(3).2022.13
Alversia, Y. (2019). The Influence of Online Review on Consumers’ Purchase Intention. Journal of Management and Marketing Review, 4(3). Retrieved from https://econpapers.repec.org/RePEc:gtr:gatrjs:jmmr225
Bataineh, A. Q. (2015). The Impact of Perceived e-WOM on Purchase Intention: The Mediating Role of Corporate Image. International Journal of Marketing Studies, 7(1).
Bhattacherjee, A., & Sanford, C. (2006). Influence Processes for Information Technology Acceptance: An Elaboration Likelihood Model. MIS Q., 30(4), 805–825.
Bilal, M., Ghani, U., & Idrees, M. (2022). The Effect of Social Media Based EWOM Communication On Consumer’s Purchase Intention (A Case Of Students’ Admission Choices In Heis). Webology, 19(3).
Carlson, J., Rahman, M., Voola, R., & De Vries, N. (2018). Customer Engagement Behaviours in Social Media: Capturing Innovation Opportunities. Journal of Services Marketing, 32(1), 83–94. https://doi.org/10.1108/JSM-02-2017-0059
Ceyhan, A. (2019). The Impact of Perception Related Social Media Marketing Applications on Consumers’ Brand Loyalty and Purchase Intention. Emerging Markets Journal, 9(1). https://doi.org/https://doi.org/10.5195/emaj.2019.173
Chatterjee, S., Chaudhuri, R., Vrontis, D., & Thrassou, A. (2022). The Influence of Online Customer Reviews on Customers’ Purchase Intentions: A Cross-Cultural Study From India and the UK. International Journal of Organizational Analysis, 30(6), 1595–1623. https://doi.org/10.1108/IJOA-02-2021-2627
Cheng, X., & Zhou, M. (2010a). Empirical Study on Credibility of Electronic Word of Mouth. 2010 International Conference on Management and Service Science, 1–4. https://doi.org/10.1109/ICMSS.2010.5578458
Cheng, X., & Zhou, M. (2010b). Study on Effect of eWOM: A Literature Review and Suggestions for Future Research. 2010 International Conference on Management and Service Science, 1–4. https://doi.org/10.1109/ICMSS.2010.5576663
Cheung, C. M. K., & Lee, M. K. O. (2012). What Drives Consumers To Spread Electronic Word of Mouth in Online Consumer-Opinion Platforms. Decision Support Systems, 53(1), 218–225. https://doi.org/https://doi.org/10.1016/j.dss.2012.01.015
Cheung, C. M. K., & Thadani, D. R. (2012). The Impact of Electronic Word-of-Mouth Communication: A Literature Analysis and Integrative Model. Decision Support Systems, 54(1), 461–470. https://doi.org/https://doi.org/10.1016/j.dss.2012.06.008
Cheung, C. M. K., Lee, M. K. O., & Rabjohn, N. (2008). The Impact of Electronic Word-of-Mouth. Internet Research, 18(3), 229–247. https://doi.org/10.1108/10662240810883290
Cheung, M. Y., Luo, C., Sia, C. L., & Chen, H. (2009). Credibility of Electronic Word-of-Mouth: Informational and Normative Determinants of On-line Consumer Recommendations. International Journal of Electronic Commerce, 13(4), 9–38. https://doi.org/10.2753/JEC1086-4415130402
Cheung, R. (2014). The Influence of Electronic Word-of-Mouth on Information Adoption in Online Customer Communities. Global Economic Review, 43(1), 42–57. https://doi.org/10.1080/1226508X.2014.884048
Chih, W.-H., Wang, K.-Y., Hsu, L.-C., & Huang, S.-C. (2013). Investigating Electronic Word-of-Mouth Effects on Online Discussion Forums: The Role of Perceived Positive Electronic Word-of-Mouth Review Credibility. Cyberpsychology, Behavior, and Social Networking, 16(9), 658–668. https://doi.org/10.1089/cyber.2012.0364
Chua, A. Y. K., & Banerjee, S. (2016). Helpfulness of User-Generated Reviews As a Function of Aeview Sentiment, Product Type and Information Quality. Computers in Human Behavior, 54, 547–554. https://doi.org/https://doi.org/10.1016/j.chb.2015.08.057
Daowd, A., Hasan, R., Eldabi, T., Rafi-ul-Shan, P. M., Cao, D., & Kasemsarn, N. (2021). Factors Affecting EWOM Credibility, Information Adoption and Purchase Intention on Generation Y: a Case From Thailand. Journal of Enterprise Information Management, 34(3), 838–859. https://doi.org/10.1108/JEIM-04-2019-0118
Daugherty, T., & Hoffman, E. (2014). EWOM and The Importance of Capturing Consumer Attention Within Social Media. Journal of Marketing Communications, 20(1–2), 82–102. https://doi.org/10.1080/13527266.2013.797764
Duan, W., Gu, B., & Whinston, A. B. (2008). The Dynamics of Online Word-of-Mouth and Product Sales—An Empirical Investigation Of The Movie Industry. Journal of Retailing, 84(2), 233–242. https://doi.org/https://doi.org/10.1016/j.jretai.2008.04.005
Durmaz, A. D., & Yüksel, M. (2017). The Effect OF EWOM ON Purchase Intention: Evidence From E-Commerce Sites. The Journal of Faculty of Economics and Administrative Sciences, 22(1), 231–239.
Dwyer, C., Hiltz, S., & Passerini, K. (2007). Trust and Privacy Concern Within Social Networking Sites:A Comparison of Facebook and MySpace. AMCIS 2007 Proceedings, 339. Colorado.
Erkan, I., & Evans, C. (2016). The Influence of EWOM in Social Media on Consumers’ Purchase Intentions: An Extended Approach to Information Adoption. Computers in Human Behavior, 61, 47–55. https://doi.org/https://doi.org/10.1016/j.chb.2016.03.003
Evgeniy, Y., Lee, K., & Roh, T. (2019). The Effect of EWOM on Purchase Intention for Korean-Brand Cars in Russia: The Mediating Role of Brand Image and Perceived Quality. Journal of Korea Trade, 23(5), 102–117.
Fan, Y. W., Miao, Y. F., Fang, Y. H., & Lin, R. Y. (2013). Establishing The Adoption of Electronic Word-of-Mouth Through Consumers’ Perceived Credibility. International Business Research, 6(3), 58. https://doi.org/10.5539/ibr.v6n3p58
Filieri, R., & McLeay, F. (2014). E-WOM and Accommodation: An Analysis of the Factors That Influence Travelers’ Adoption of Information From Online Reviews. Journal of Travel Research, 53(1), 44 –57. https://doi.org/10.1177/0047287513481274
Fu, X., Bin, Z., Xie, Q., Liuli, X., & Yu, C. (2011). Impact of Quantity and Timeliness of EWOM Information on Consumer’s Online Purchase Intention Under C2C Environment. Asian Journal of Business Research, 1(2). Retrieved from https://ssrn.com/abstract=2345694
Garg, A., & Kumar, J. (2021). Social Media Marketing Influence on Boutique Hotel Customers’ Purchase Intention in Malaysia. Tourism & Management Studies, 17(3), 51–62. https://doi.org/https://doi.org/10.18089/tms.2021.170304
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). E-WOM Scale: Word-of-Mouth Measurement Scale for E-Services Context. Canadian Journal of Administrative Sciences / Revue Canadienne Des Sciences de l’Administration, 27(1), 5–23. https://doi.org/https://doi.org/10.1002/cjas.129
Hair, J. J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Los Angeles: USA: SAGE Publications.
Hajli, N. (2020). The Impact of Positive Valence and Negative Valence on Social Commerce Purchase Intention. Information Technology & People, 33(2), 774–791. https://doi.org/10.1108/ITP-02-2018-0099
Hansen, J. M., Saridakis, G., & Benson, V. (2018). Risk, Trust, And The Interaction of Perceived Ease of Use and Behavioral Control in Predicting Consumers’ Use of Social Media for Transactions. Computers in Human Behavior, 80, 197–206. https://doi.org/https://doi.org/10.1016/j.chb.2017.11.010
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic Word-of-Mouth Via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on The Internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/https://doi.org/10.1002/dir.10073
Hilligoss, B., & Rieh, S. Y. (2008). Developing a Unifying Framework of Credibility Assessment: Construct, Heuristics, and Interaction in Context. Information Processing & Management, 44(4), 1467–1484. https://doi.org/https://doi.org/10.1016/j.ipm.2007.10.001
Hsiao, K., Chuan-Chuan Lin, J., Wang, X., Lu, H., & Yu, H. (2010). Antecedents and Consequences of Trust in Online Product Recommendations. Online Information Review, 34(6), 935–953. https://doi.org/10.1108/14684521011099414
Hu, X., Huang, Q., Zhong, X., Davison, R. M., & Zhao, D. (2016). The Influence of Peer Characteristics and Technical Features of a Social Shopping Website on a Consumer’s Purchase Intention. International Journal of Information Management, 36(6, Part B), 1218–1230. https://doi.org/https://doi.org/10.1016/j.ijinfomgt.2016.08.005
José-Cabezudo, R. S., & Camarero-Izquierdo, C. (2012). Determinants of Opening-Forwarding E-Mail Messages. Journal of Advertising, 41(2), 97–112. https://doi.org/10.2753/JOA0091-3367410207
Julious, S. A. (2005). Sample Size of 12 Per Group Rule of Thumb For a Pilot Study. Pharmaceutical Statistics, 4(4), 287–291. https://doi.org/https://doi.org/10.1002/pst.185
Kajtazi, K., & Zeqiri, J. (2020). The Effect of E-WOM and Content Marketing on Customers’ Purchase Intention. International Journal of Islamic Marketing and Branding, 5(2), 114–131. https://doi.org/10.1504/IJIMB.2020.111144
Kapoor, K. K., Tamilmani, K., Rana, N. P., Patil, P., Dwivedi, Y. K., & Nerur, S. (2018). Advances in Social Media Research: Past, Present and Future. Information Systems Frontiers, 20(3), 531–558. https://doi.org/10.1007/s10796-017-9810-y
Khwaja, M. G., Mahmood, S., & Zaman, U. (2020). Examining the Effects of eWOM, Trust Inclination, and Information Adoption on Purchase Intentions in an Accelerated Digital Marketing Context. Information, Vol. 11. https://doi.org/10.3390/info11100478
Kim, M., Kim, E. J., & Busser, J. A. (2022). Food Delivery Now or Later: The Match-up Effect of Purchase Timeframe and Review Recency. International Journal of Hospitality Management, 102, 103143. https://doi.org/https://doi.org/10.1016/j.ijhm.2022.103143
Kudeshia, C., & Kumar, A. (2017). Social EWOM: Does It Affect the Brand Attitude and Purchase Intention of Brands? Management Research Review, 40(3), 310–330. https://doi.org/10.1108/MRR-07-2015-0161
Kunja, S. R., Kumar, A., & Rao, B. (2022). Mediating Role of Hedonic and Utilitarian Brand Attitude Between EWOM and Purchase Intentions: A Context of Brand Fan Pages in Facebook. Young Consumers, 23(1), 1–15. https://doi.org/10.1108/YC-11-2020-1261
Ladhari, R., & Michaud, M. (2015). EWOM Effects on Hotel Booking Intentions, Attitudes, Trust, and Website Perceptions. International Journal of Hospitality Management, 46, 36–45. https://doi.org/https://doi.org/10.1016/j.ijhm.2015.01.010
Lee, H. A., Law, R., & Murphy, J. (2011). Helpful Reviewers in TripAdvisor, an Online Travel Community. Journal of Travel & Tourism Marketing, 28(7), 675–688. https://doi.org/10.1080/10548408.2011.611739
Lee, S. (Ally), & Jeong, M. (2012). Effects of E-Servicescape on Consumers’ Flow Experiences. Journal of Hospitality and Tourism Technology, 3(1), 47–59. https://doi.org/10.1108/17579881211206534
Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic Word-of-Mouth in Hospitality and Tourism Management. Tourism Management, 29(3), 458–468. https://doi.org/https://doi.org/10.1016/j.tourman.2007.05.011
Lunyai, J., Goh, Y. N., Mohaidin, Z., & Mohd, M. W. (2021). Malaysian Facebook Users Online Airline Tickets Purchase Intention: Antecedents and Outcome of EWOM. International Journal of Academic Research in Business and Social Sciences, 11(3), 1370–1386. https://doi.org/10.6007/IJARBSS/v11-i3/8837
López, M., & Sicilia, M. (2014). Determinants of E-WOM Influence: The Role of Consumers’ Internet Experience. Journal of Theoretical and Applied Electronic Commerce Research, Vol. 9, pp. 28–43. https://doi.org/10.4067/S0718-18762014000100004
López, M., Sicilia, M., & Hidalgo-Alcázar, C. (2016). WOM Marketing in Social Media. In P. De Pelsmacker (Ed.), Advertising in New Formats and Media (pp. 149–168). Emerald Group Publishing Limited. https://doi.org/10.1108/978-1-78560-313-620151007
Mangold, W. G., & Faulds, D. J. (2009). Social Media: The New Hybrid Element of The Promotion Mix. Business Horizons, 52(4), 357–365. https://doi.org/https://doi.org/10.1016/j.bushor.2009.03.002
Matute, J., Polo-Redondo, Y., & Utrillas, A. (2016). The Influence of EWOM Characteristics on Online Repurchase Intention. Online Information Review, 40(7), 1090–1110. https://doi.org/10.1108/OIR-11-2015-0373
Mehrabian, A., & Russell, J. A. (1974). An Approach to Environmental Psychology. In An Approach to Environmental Psychology. Cambridge, MA, US: The MIT Press.
Ng, C. S.-P. (2013). Intention to Purchase on Social Commerce Websites Across Cultures: A Cross-Regional Study. Information & Management, 50(8), 609–620. https://doi.org/https://doi.org/10.1016/j.im.2013.08.002
O’Cass, A., & Carlson, J. (2012). An E-Retailing Assessment of Perceived Website-Service Innovativeness: Implications For Website Quality Evaluations, Trust, Loyalty and Word of Mouth. Australasian Marketing Journal (AMJ), 20(1), 28–36. https://doi.org/https://doi.org/10.1016/j.ausmj.2011.10.012
Park, D.-H., & Kim, S. (2008). The Effects of Consumer Knowledge on Message Processing of Electronic Word-of-Mouth Via Online Consumer Reviews. Electronic Commerce Research and Applications, 7(4), 399–410. https://doi.org/https://doi.org/10.1016/j.elerap.2007.12.001
Park, D.-H., Lee, J., & Han, I. (2007). The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement. International Journal of Electronic Commerce, 11(4), 125–148. https://doi.org/10.2753/JEC1086-4415110405
Prasad, S., Garg, A., & Prasad, S. (2019). Purchase Decision of Generation Y in An Online Environment. Marketing Intelligence & Planning, 37(4), 372–385. https://doi.org/10.1108/MIP-02-2018-0070
Qiu, L., Pang, J., & Lim, K. H. (2012). Effects of Conflicting Aggregated Rating on EWOM Review Credibility and Diagnosticity: The Moderating Role of Review Valence. Decision Support Systems, 54(1), 631–643. https://doi.org/https://doi.org/10.1016/j.dss.2012.08.020
Rani, A., Toni, M., & Shivaprasad, H. N. (2022). Examining The Effect of Electronic Word of Mouth (EWOM) Communication on Purchase Intention: A Quantitative Approach. Community & Communication Amity School of Communication. Journal of Content, Community & Communication, 15(8), 2456–9011.
Rathore, A. K., Ilavarasan, P. V., & Dwivedi, Y. K. (2016). Social Media Content and Product Co-Creation: An Emerging Paradigm. Journal of Enterprise Information Management, 29(1), 7–18. https://doi.org/10.1108/JEIM-06-2015-0047
Raymond, R. (2015). When Word-of-Mouth Goes Online: Evaluating the Characteristics and Effects of EWOM Communication. International Journal of Arts & Sciences, 8(5), 499–508. Retrieved from https://ssrn.com/abstract=2730979
Reimer, T., & Benkenstein, M. (2016). When Good WOM Hurts and Bad WOM Gains: The Effect of Untrustworthy Online Reviews. Journal of Business Research, 69(12), 5993–6001. https://doi.org/https://doi.org/10.1016/j.jbusres.2016.05.014
Reyes-Menendez, A., Saura, J. R., & Martinez-Navalon, J. G. (2019). The Impact of E-WOM on Hotels Management Reputation: Exploring TripAdvisor Review Credibility With the ELM Model. IEEE Access, 7, 68868–68877. https://doi.org/10.1109/ACCESS.2019.2919030
Reza Jalilvand, M., & Samiei, N. (2012). The Effect of Electronic Word of Mouth on Brand Image and Purchase Intention. Marketing Intelligence & Planning, 30(4), 460–476. https://doi.org/10.1108/02634501211231946
Rieh, S. Y. (2010). Credibility and Cognitive Authority of Information. In M. Bates & N. Maack (Eds.), Encyclopedia of Library and Information Sciences (pp. 1337–1344). New York, NY, USA: Taylor and Francis Group.
Roy, G., Datta, B., & Basu, R. (2017). Effect of EWOM Valence on Online Retail Sales. Global Business Review, 18(1), 198–209. Retrieved from https://econpapers.repec.org/RePEc:sae:globus:v:18:y:2017:i:1:p:198-209
Roy, G., Datta, B., Mukherjee, S., Basu, R., & Shrivastava, A. K. (2021). Effect of EWOM Valence on Purchase Intention: The Moderating Role of Product. International Journal of Technology Marketing, 15(2–3), 158–180. https://doi.org/10.1504/IJTMKT.2021.118201
Sahoo, D., & S. Pillai, S. (2017). Role of Mobile Banking Servicescape on Customer Attitude and Engagement. International Journal of Bank Marketing, 35(7), 1115–1132. https://doi.org/10.1108/IJBM-09-2015-0144
Sardar, A., Manzoor, A., Shaikh, K. A., & Ali, L. (2021). An Empirical Examination of the Impact of EWom Information on Young Consumers’ Online Purchase Intention: Mediating Role of EWom Information Adoption. SAGE Open, 11(4), 21582440211052548. https://doi.org/10.1177/21582440211052547
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behaviour (10th ed.). London: Pearson Prentice Hall.
Schivinski, B., & Dabrowski, D. (2016). The Effect of Social Media Communication on Consumer Perceptions of Brands. Journal of Marketing Communications, 22(2), 189–214. https://doi.org/10.1080/13527266.2013.871323
Siddiqui, M. S., Siddiqui, U. A., Khan, M. A., Alkandi, I. G., Saxena, A. K., & Siddiqui, J. H. (2021). Creating Electronic Word of Mouth Credibility Through Social Networking Sites and Determining Its Impact on Brand Image and Online Purchase Intentions in India. Journal of Theoretical and Applied Electronic Commerce Research, Vol. 16, pp. 1008–1024. https://doi.org/10.3390/jtaer16040057
Sohaib, M., Hui, P., & Akram, U. (2018). Impact of EWOM and Risk-Taking in Gender on Purchase Intentions: Evidence From Chinese Social Media. International Journal of Information Systems and Change Management, 10(2), 101–122. https://doi.org/10.1504/IJISCM.2018.094602
Stephen, A. T. (2016). The Role of Digital and Social Media Marketing in Consumer Behavior. Current Opinion in Psychology, 10, 17–21. https://doi.org/https://doi.org/10.1016/j.copsyc.2015.10.016
Sulthana, A. N., & Vasantha, S. (2019). Influence of Electronic Word of Mouth EWOM on Purchase Intention. International Journal of Scientific & Technology Research, 8(10), 1–5.
Sundar, S. S., Oeldorf-Hirsch, A., & Xu, Q. (2008). The Bandwagon Effect of Collaborative Filtering Technology. CHI ’08 Extended Abstracts on Human Factors in Computing Systems, 3453–3458. New York, NY, USA: Association for Computing Machinery. https://doi.org/10.1145/1358628.1358873
Teng, S., Khong, K. W., Chong, A. Y. L., & Lin, B. (2017). Persuasive Electronic Word-of-Mouth Messages in Social Media. Journal of Computer Information Systems, 57(1), 76–88. https://doi.org/10.1080/08874417.2016.1181501
Thomas, M. J., Wirtz, B. W., & Weyerer, J. C. (2019). Determinants of Online Review Credibility and Its Impact on Consumers’ Purchase Intention. Journal of Electronic Commerce Research, 20(1), 1–20.
Thoumrungroje, A. (2014). The Influence of Social Media Intensity and EWOM on Conspicuous Consumption. Procedia - Social and Behavioral Sciences, 148, 7–15. https://doi.org/https://doi.org/10.1016/j.sbspro.2014.07.009
Tien, D. H., Amaya Rivas, A. A., & Liao, Y.-K. (2019). Examining The influence of Customer-to-Customer Electronic Word-of-Mouth on Purchase Intention in Social Networking Sites. Asia Pacific Management Review, 24(3), 238–249. https://doi.org/https://doi.org/10.1016/j.apmrv.2018.06.003
Umair Manzoor, Sajjad Ahmad Baig, Muhammad Hashim, & Abdul Sami. (2020). Impact of Social Media Marketing on Consumer’s Purchase Intentions: The Mediating Role of Customer Trust. International Journal of Entrepreneurial Research, 3(2 SE-Articles), 41–48. https://doi.org/10.31580/ijer.v3i2.1386
Xie, H. J., Miao, L., Kuo, P.-J., & Lee, B.-Y. (2011). Consumers’ Responses to Ambivalent Online Hotel Reviews: The Role of Perceived Source Credibility and Pre-decisional Disposition. International Journal of Hospitality Management, 30(1), 178–183. https://doi.org/https://doi.org/10.1016/j.ijhm.2010.04.008
Xie, K. L., Chen, C., & Wu, S. (2016). Online Consumer Review Factors Affecting Offline Hotel Popularity: Evidence From Tripadvisor. Journal of Travel & Tourism Marketing, 33(2), 211–223. https://doi.org/10.1080/10548408.2015.1050538
Yaylı, A., & Bayram, M. (2012). E-WOM: The Effects of Online Consumer Reviews on Purchasing Decisions. International Journal of Internet Marketing and Advertising, 7(1), 51–64. https://doi.org/10.1504/IJIMA.2012.044958
Zainal, N. T. A., Harun, A., & Lily, J. (2017). Examining The Mediating Effect of Attitude Towards Electronic Words-of Mouth (eWOM) on The Relation Between The Trust in EWOM Source and Intention to Follow EWOM Among Malaysian Travellers. Asia Pacific Management Review, 22(1), 35–44. https://doi.org/https://doi.org/10.1016/j.apmrv.2016.10.004
Zhang, H., Lu, Y., Gupta, S., & Zhao, L. (2014). What Motivates Customers to Participate in Social Commerce? The Impact of Technological Environments and Virtual Customer Experiences. Information & Management, 51(8), 1017–1030. https://doi.org/https://doi.org/10.1016/j.im.2014.07.005
Öğüt, H., & Onur Taş, B. K. (2012). The Influence of Internet Customer Reviews on The Online Sales And Prices in Hotel Industry. The Service Industries Journal, 32(2), 197–214. https://doi.org/10.1080/02642069.2010.529436
Authors
Copyright (c) 2026 The Arab Journal of Administration
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
