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What is eWOM about?

This document summarizes a research paper on how electronic word of mouth influences online hotel reservation intentions. It discusses how eWOM can create brand love and brand jealousy, which then mediate the relationship between eWOM and purchase intentions. The researchers examined how eWOM on online travel agent websites affects hotel booking intentions. They found that eWOM contributes to intentions both directly and indirectly through its impact on feelings of brand love and brand jealousy.

Author

Phamvandong Tincay

Language

EN