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This study examined the relationship between perceived personalization and positive electronic word of mouth, as well as the mediating impact of online advertising engagement and the moderating effect of online users' modes on that relationship. The theory of presence serves as the foundation for the relationships among variables.

A quasi-experimental research design was used to carry out the investigation. The analysis was performed on 865 valid responses from the treatment and control groups.

Results showed no mediation for the control group and partial mediation for the treatment group. The treatment group's moderated mediation relationships were found as significant, but the control group's relationships were insignificant. The findings also supported the hypothesis that there is a significant association between perceived personalization and online advertising engagement for playful online users and a weak relationship for serious online users. On the mediation link of online advertising engagement between perceived personalization and positive electronic word of mouth, the conditional indirect influence of “online users' modes” has been specifically studied.

This study is the first to examine online advertising through the lens of the theory of presence and offers a moderated-mediation model of Online Users' Modes and Online Advertising Engagement, which is a valuable addition to the marketing body of knowledge.

The purpose of this paper is to investigate how information and communication technology (ICT) adoption in hotels contributes to satisfaction and loyalty from the consumer perspective, considering the online dimension of recommendations.

A quantitative research based on a structured questionnaire and using a personal survey method was developed. Surveys were conducted on 386 guests from Spanish hotels. Causal methodology by testing structural equation model was applied.

Significant relationships are obtained in the sequence “ICT use perception – satisfaction with ICT – overall satisfaction with the hotel – dimensions of loyalty” and the mediating effect of positive electronic word-of-mouth intention between ICT satisfaction and general intention to recommend the hotel is confirmed.

Future research can replicate these relationships in other tourist services and employ multidimensional scales to measure word-of-mouth behaviour.

The novelty of this work is that it studies the relationships between ICT, satisfaction and loyalty in hotel services, paying particular attention to positive word-of-mouth behaviour, both conventional and online.

El propósito de este trabajo es investigar la contribución que tiene la adopción de las TIC en los hoteles en la satisfacción y la lealtad, desde la perspectiva del consumidor y considerando la dimensión online de las recomendaciones.

Se desarrolló una investigación cuantitativa basada en un cuestionario estructurado y empleando el método de la encuesta personal. Se realizaron 386 encuestas a huéspedes de hoteles españoles. Se aplicó la metodología causal testando un modelo de ecuaciones estructurales.

Se obtienen relaciones significativas en la secuencia “percepción de los clientes del uso de las TIC – nivel de satisfacción con las TIC – nivel de satisfacción general con el hotel – dimensiones de la lealtad” y se confirma el efecto mediador que tiene la intención del boca-oreja online entre la satisfacción con las TIC y la intención general de recomendar el hotel.

En futuras investigaciones se pueden replicar estas relaciones en otros servicios turísticos y emplear escalas multidimensionales para medir la conducta de boca-oreja.

La novedad de este trabajo radica en el estudio de las relaciones entre las TIC, satisfacción y lealtad en los servicios hoteleros poniendo especial atención en la conducta de boca-oreja positivo, tanto convencional como online.

The purpose of this paper is to assess the influence mechanism of the word-of-mouth reputation of influencers.

This study explored word-of-mouth reputation from four characteristics of information source of influencers: credibility, professionalism, interactivity and attractiveness. The grounded theory was used to extract the characteristic indicators of influencers and used questionnaire surveys to obtain 218 valid samples. The fuzzy-set qualitative comparative analysis (fsQCA) was used for the configuration analysis.

The results revealed the following: (1) a causal asymmetric correlation exists between the driving mechanism of high word-of-mouth reputation and non-high word-of-mouth reputation; (2) influencers matching high word-of-mouth reputation comprises potential, developmental and almighty types, whereas live streaming influencer matching non-high word-of-mouth reputation comprises elementary and groping types; and (3) all factors must be combined to play a role, and neutral permutations of two solutions were found among the three overall solutions to attain high word-of-mouth reputation; (4) the combination of high user activity and high exposure is the core configuration that results in high word-of-mouth reputation.

This study provides recommendation for consumers, live streamers, brand and e-commerce platform on how to promote the sustainable and healthy development of influencer marketing.

This study focused on elucidating how the characteristics of information source affect the word-of-mouth reputation of influencers and have a reference value for the research on word-of-mouth reputation in the context of live commerce.

Interest in the Electronic Word-of-Mouth (eWOM) in connection with tourism is constantly growing not only among consumers but also among theoreticians. Therefore, the objective of this chapter is to provide an overview of studies that focus on eWOM in the tourism sector using the snowball method. The article is based on a review of the literature of 60 studies that focus not only on consumer behavior in tourism and the impact of eWOM on tourism supply but also on the impact of hotel managers' responses to other consumer behavior and tourism companies. The results of the studies show that eWOM has a significant impact not only on consumer behavior but also on tourism supply. Manager responses can also strongly affect other consumer behavior in decision-making. When eWOM is distributed, consumers are influenced by their emotions, motives, and also by the websites to which they have decided to contribute. The chapter proposes further research areas for different authors.

The purpose of this study is to contrast the effects of four exit barriers on word of mouth activities. Monetary, service loss, social and convenience exit barriers are compared. The differential effects of these four barriers on the valence of word of mouth (positive, negative), the type of word of mouth recipient (weak tie, strong tie) and the motives (catharsis, company sabotage) for spreading word of mouth are studied.

The data for empirically addressing a set of hypotheses were collected from 185 consumers. The hypotheses were analyzed using ANOVA models along with post hoc tests.

The results suggest that the type of exit barrier matters. Exit barriers, with respect to word of mouth activities, seem to fall on a continuum. On one extreme, the most detrimental barriers are monetary hurdles, and on the other end, the least detrimental barriers are convenience hurdles. Monetary barriers are responsible for the most negative word of mouth and company sabotage. Social and convenience barriers lead to significantly less.

The implications for erecting exit barriers are discussed. In particular, the value of monetary barriers is questioned. The benefits of such involuntary customer retention methods may be offset by the sabotage they invite through negative word of mouth.

The paper provides insights into word of mouth activities of dissatisfied customers that are trapped by various exit barriers. The word of mouth activities investigated include valence, recipient type and motives. The study contrasts monetary, service loss, social and convenience exit barriers.

The purpose of this paper is to investigate what discussants in internet based discussion forums talk about. Investigates electronic word of mouth (e‐WOM) as a potential source of information for service innovation. The aim is to derive four core categories of unique dialogues that provide valuable information to service innovation.

Apart from Harrison‐Walker's effort to develop a scale of measuring WOM, disclosing the inside of electronic word‐of‐mouth has never been done before. For this reason a qualitative approach using Netnography was adopted. The paper analyzes the content of all postings taking place during 100 days in five defined discussion forums on the internet.

The results indicate that conversations taking place in electronic discussion forums can be divided into four core categories, i.e. information request, usage experience, business practice issues, and comments pertaining to new product launches.

The study focused on building a typology of conversations taking place in discussion forums on the internet. As such, these findings may not be generalized to the offline environment.

Disclosing details of electronic word‐of‐mouth through four core categories has a number of implications. Perhaps more importantly, an understanding of WOM communication allows managers to develop new, and to improve current, services that better meet customers' current and future needs.

Disclosing details of electronic word‐of‐mouth and linking it to service innovation has never done before. As such this is a truly unique study.

As YouTubers began to create videos about their personal experience of using products, these video testimonials have become a powerful form of electronic word-of-mouth (eWOM). This study aims to investigate the mediating role of self-effect and third-person effect in the relationships between eWOM seeking and passing along YouTube product review videos (video-based eWOM – vWOM) as a specific form of eWOM.

The paper used a survey to interview a total of 282 respondents at a public university in the Midwest USA with about 18,000 students.

The results show that perceived third-person effect leads to sharing more positive vWOM, while perceived self-effect results in a high likelihood of passing along negative vWOM. The general eWOM consumption does not have a direct effect on the sharing of vWOM. In addition, the YouTube sharing habit contributes to sharing vWOM regardless of valence.

The results provide marketers’ insights on how to utilize the social media such as YouTube to improve the visibility of promotional brand messages. Sharing of positive vWOM is due to perceived third-person effect (presumed influence), but sharing negative vWOM is due to perceived self-effect. It also suggests marketers take immediate remedial measures to avoid spreading of negative reviews to other users because if viewers are persuaded to think it could happen to themselves as well, they will spread the video.

The paper has theoretical implications. It contributes to the third-person effect and presumed influence literature by exploring its role in spreading the word for products. It also fills the gap in effects of eWOM literature by examining the mediating role of the valence of video-based eWOM in the spread of eWOM.

The purpose of this study is to examine the factors influencing online word-of-mouth communication engagement behavior of college students on social networks such as Facebook.

A survey instrument designed to measure the constructs assumed to have an influence on word-of-mouth communication on social networks was administered to college students who are actively using Facebook. Structural equation model was used to test the hypothesized relationships.

Results of the study show that social capital and trust were two important factors that positively influenced opinion-giving and opinion-seeking behaviors, which, in turn, influenced the word-of-mouth behavior on Facebook. Although these results were not significantly different from the findings reported in the literature, the results emphasize that the impact of social capital and trust on word of mouth increased through the opinion-seeking/giving path.

Although the college students are ideal users for Facebook, the use of college students could limit the generalizability of the results to other populations. Furthermore, the authors have only investigated a few constructs that are assumed to contribute to the online word-of-mouth communication behavior. Other studies should include a more comprehensive list of construct and test their impact.

The study contributes to the literature on word-of-mouth communication in online social networking sites. Organizations could benefit from this knowledge by understanding that social networking sites should be considered as a key component of the integrated marketing communication strategy, and specific targeting efforts could be directed for those users with high levels of opinion-seeking/giving.

Although online social networking has been popular, not many empirical studies have been conducted on consumers’ engagement in the word-of-mouth communication in social networking sites, such as Facebook. This study attempts to fulfill the gap.

This chapter is a descriptive study of digital marketing to stimulate electronic word-of-mouth (e-WOM) through the social impact of content creation. This chapter firstly introduces the background, concept, and development of e-WOM. Secondly, discuss the relationship between digital marketing and e-WOM. Finally, make recommendations for the business. In the discussion of the relationship between digital marketing and e-WOM, this chapter expounds the social impact of content-generating, one of the essential means in digital marketing. It discusses the relationship between social impact and e-WOM. This chapter can provide references and the basis for exploring the relationship between digital marketing and e-WOM.