The Impact of e-WOM: Determinants of Influence
Marketing literature have shown personal influences have a great importance on consumer behavior. Opinions by other consumers have been found to exert a significant impact on consumers’ buying decisions (Arndt, 1967; Chatterjee, 2001; Katz and Lazarfeld, 1955), as well as on post-purchase product perceptions (Bone, 1995). This communication process is called word of mouth (WOM) and it is considered more effective than traditional marketing tools such as personal selling and advertising (Engel et al., 1969; Goldsmith and Horowitz, 2006; Katz and Lazarfeld, 1955).
KeywordsConsumer Research High Education Level Tourism Management Personal Influence Consumer Review
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