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Abstract

Electronic Word-of-Mouth and Consumer Generated Media (CGM) have become important aspects of the hospitality and tourism marketing mix. This research looked at hotel reviews on the CGM review-site TripAdvisor to determine the influence loyalty to a hotel brand has upon postings. From the...

Author(s)
Litvin, S. W.; Dowling, K. M.
Publisher
Routledge, Abingdon, UK
Citation
Current Issues in Tourism, 2018, 21, 8, pp 842-846
Abstract

Purpose: "Prosumers" (combining "producer" and "consumers") describes consumers' ability to openly share their product/service experiences and thereby drive sales and digital marketing. Understanding what motivates active prosumers to engage in electronic word-of-mouth (eWOM) and share or review...

Author(s)
Fine, M. B.; Gironda, J.; Petrescu, M.
Publisher
Emerald Publishing, Bingley, UK
Citation
Journal of Hospitality and Tourism Technology, 2017, 8, 2, pp 280-295