#5325. The influence of eWOM. Analyzing its characteristics and consequences, and future research linesLa influencia de eWOM. Analizando sus caracteristicas, consecuencas y futuras lineas de investigaci?n ????????????, ?????????

August 2026publication date
Proposal available till 13-05-2025
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Journal’s subject area:
Communication
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Abstract:
Purpose: This study, first, reviews the existing literature on electronic word-of-mouth (eWOM) and, using communication theory, examines its impact on its readers’ decision-making processes. Second, this paper aims to propose some elements of eWOM communications that might be further researched. Design/methodology/approach: A literature review of relevant academic articles produced 97 works related to social communication theory, eWOM and new artificial intelligence trends in hospitality. Thereafter, potential avenues for future research were explored.
Keywords:
Artificial intelligence; Communication theory; eWOM; Fake reviews; Negative reviews

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