eWOM effects on hotel booking intentions, attitudes, trust, and website perceptions

The objective of the study is to examine the effect of comments generated on Facebook on the choice of a hotel. More specifically, it focuses on the study of the influence of comments written by Facebook friends on the intentions of booking a hotel, the trust in the hotel, the attitude toward the hotel, and the perception of its website. The research also examines the moderator role of Internet users’ trust in those comments on these relations. To test these effects, an experimental design was created by manipulating the valence of the comments (positive vs. negative). A survey among 800 university students has confirmed all the hypotheses of the study on the influence of comments generated on Facebook in the users’ decision-making process.