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Electronic word of mouth (eWOM) is a digital marketing method that has been considered by some companies as an effective and efficient approach to enhance social learning and the environment for the customers. A social media user could benefit from gaining information from other users to aid their decision-making process. Instagram is an example of a social media platform that could be utilized for the application of eWOM. It could serve as a source of quality, credible and detailed information, and a channel to increase customer interactions and trust. This study aims to determine the effects of eWOM information generated through Instagram on patients’ intention to join the in vitro fertilization (IVF) programs. By adopting the information acceptance model (IACM) theory, several parameters were evaluated: information quality, credibility, usefulness, adoption, attitude toward information, and purchase intention. The structural equation modeling (SEM) was used to analyze as many as 200 respondents of Morula IVF Jakarta and were active Instagram users. The results showed that the adoption of information and attitude toward information had considerably influenced patients’ intentions to join the IVF programs. Such circumstances might have occurred as a result of the increase in information exchange about IVF, through the discussions and sharing of experiences by patients on Instagram. Furthermore, information usefulness was demonstrated to affect information adoption and was influenced by the credibility of information and attitudes toward information. Nonetheless, one variable which did not display any effects on the usefulness of information was the quality of information. In summary, the characteristics of eWOM information that were conveyed on Instagram could affect the intention of patients in joining the IVF program.

This chapter examines how information and communication technology (ICT) initiatives affect customers’ everyday routines with an emphasis on how electronic word of mouth (eWOM) affects their purchasing decisions and determines if eWOM might serve as a useful trust factor when making purchasing decisions. This chapter is based on both primary and secondary data and examines how eWOM affects customers’ buying decisions in this era of increasing social media platform usage. One hundred individuals from various regions of Karachi provided the primary data, collected through an online survey. Secondary data are also employed, such as details from business websites, scientific papers, and other related publications of businesses. In Karachi’s developing digital market, it was discovered that eWOM via social media used to have a substantial impact on consumers’ shopping habits. The effectiveness of social media content depends greatly on how appropriate it is for the intended audience. Social media marketing doesn’t quite simply aim to improve consumers’ impressions or directly advertise things. It also entails maintaining and fostering relationships between businesses and prospective customers. According to the research, consumers’ recommendations and ratings of goods and services made on social media, whether through eWOM or another channel, influenced their decisions to buy. Customers consider social media to be trustworthy when making decisions about what to buy. Customers are currently adopting social media as opposed to more conventional means to learn about new products. Most customers believe that eWOM from social media greatly affected their shopping choices, according to the results of the study.

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.

Companies are interested in engaging consumers in spreading the word about their products or brands. Although more and more studies are analysing word of mouth marketing (WOMM), the topic is still very recent, thus very little is known about how to develop a WOMM campaign effectively. This chapter develops a literature review on WOMM in social media for better understanding on how to manage WOMM.

The studies reviewed have allowed us to identify the main decisions that should be taken when planning a WOMM campaign: the selection of the seed, the type of message and the inclusion of incentives.

We identify the two types of objectives that companies can follow with WOMM: information diffusion or consumers’ persuasion. Depending on the campaign objectives, the strategy to be used in order to be successful is different.

This chapter can be useful to both, marketers, by showing them how to develop a WOMM campaign effectively; and researchers, by showing them the main gaps on WOMM that should be addressed in future studies.

This is one of the first attempts to review the literature and organize knowledge on WOMM. Concepts that have been treated as synonymous by many researchers such as opinion leaders, market mavens, innovative consumers, and hubs are clarified and distinguished one from the other which may help in improving previous knowledge on this field.

The aim of this chapter is twofold: (i) to perform a synthesis of the academic research regarding the changes of tourist consumer behavior brought about by social media; and (ii) to suggest a set of strategies for tourism businesses to address resulting challenges.

Extensive literature reviews have been executed on the motivating factors and the effects of online reviews.

This analysis of the related research identified three main topics, namely: (1) the antecedents, the factors motivating tourists to write online reviews; (2) the impact of eWOM on providers of tourism services (business perspective); and (3) the influence of online reviews on consumers’ behavior (demand perspective). This chapter focuses on the impact of online reviews on tourism businesses and suggests suitable strategies.

This study is based on a literature review and implications indicated by previous studies; hence the suggestions are indicative rather than conclusive. A need exists for empirical studies to fully validate the chapter’s suggestions.

This chapter outlines a series of adequate strategies formulated for business practitioners divided into two fields, namely managerial and marketing activities.

This study provides practical recommendations/suggestions for tourism businesses in addressing the challenges and opportunities raised within the online context.

Building on a TripAdvisor data for five Mediterranean destinations, namely, Greece, Croatia, Italy, France and Spain, this study analyses the constituents of restaurants' online reputation and their interrelation with destination competitiveness, in particular two Travel and Tourism Competitiveness Index (TTCI) pillars, namely, Prioritisation of Travel and Tourism and Price Competitiveness.

The analysis has revealed that restaurants' online reputation is positively influenced by two factors, namely, Core elements, i.e. cooking, service and price-quality ratio, and Price. Furthermore, the restaurants' online reputation does not influence destination competitiveness (TTCI) directly, but indirectly throughout its main constituents, i.e. service and price. Price is the only variable with significant influence on overall TTCI. Within the sample of these destinations, Balkan countries, i.e. Greece and Croatia, perform very well in terms of their restaurants' online reputation. On the other hand, considering the overall TTCI rating, their competitive positions are substantially lower than those of Italy, France and Spain.

The study provides new insights into the relationship between gastronomic offer and destination competitiveness, and valuable practical implications for destination and hospitality management. Moreover, this study addresses various gaps in existing research on this topic. Specifically, it validates the reputation elements presented online using TripAdvisor data and analyses the impact of electronic Word of Mouth (eWOM) not only as the outcome variable of other constructs, as is the case in the literature, but also as a central construct of the analysis. In doing so, it extends current research on this topic and fills the gap regarding the inclusion of the supply-side stakeholder perspective, which has long been recognised as necessary in any attempts to measure competitiveness.

Online reputation manager has become increasingly important in tourism industry. Managers, regardless of working for a hospitality structure or a tourism destination, are paying more and more attention in respect of the importance of reputational levels. Online reputation, in fact, originates in visitor's user-generated contents (UGCs) but reverberates on the whole web, on successive visitors' attitude and behavior, and on managed organization performances. How to manage online reputation in tourism and destination management anyway mostly stayed an anecdotal topic for many years. While best practices exist, indeed, literature has frequently neglected their systematization. Building on this need, this book will try to improve and organize the existing body of knowledge on this topic to help future hotel and destination managers to better deal with the mounting environmental complexity.

There is no doubt that social media have had a powerful impact on the way people experience the world around them. People love sharing new experiences and telling social networks about upcoming travel plans and reminiscing about them after they have returned. People prefer to buy products and services from brands they trust. Social media allow people to share written testaments to the brand's most amazing qualities, and share pictures and videos of their experiences. Social media make it easy to approach the enterprises and interact with them.

Connecting reputation management and social media is the process of monitoring and handling user-generated social media content such as reviews to impact the way a company is recognized. Tangible aspects of services and products are evaluated by customers of tourism and hospitality enterprises in an individual manner, and relevant opinions are shared on various social media platforms. The cost of a negative experience is rather high – the “eWOM” (electronic word-of-mouth) through social media essentially could destroy a business. For many businesses, a bad review or comment on one social networking site could spread to other social media tools.

The pattern of use of social media by customers of tourism and hospitality organizations can be divided into three stages: pretrip, during the trip, and posttrip use of social media. Customer experiences during each of these stages can be reflected on different social media networks. The manner of the use of social media by customers at all three stages could influence on performances of tourism and hospitality organizations as advantages and challenges. In this article authors are discussing both positive and negative impacts depending on consumer experiences and a range of other factors. Social media implementing blogs, social networking sites, photo and video stories, chats, forums, and other forms of communication need to be used by management of tourism and hospitality enterprises in an integrated manner. Great opportunities offered by viral marketing are fully appreciated and acted upon by managers of hospitality organizations.

It is important for the enterprise to develop an engaged audience by creating and sharing relevant content on social platforms. In addition to relevant content it is important to pay attention to interacting with the audience. Focus must be on products and services, but without interacting and engaging with the audience the enterprise might lose them. Social media are an option for tourism and hospitality to get the opportunity to control and present their contents including their products and services, and using it positively, solve their core values and draw and retain back their customers. Using social media channels can help enterprises to generate more profit. Setting special procedures or documents on how to respond to negative and positive comments guarantees correct and consistent execution. In this chapter the reader could find some real examples from tourism and hospitality enterprises.