A1 Journal article (refereed)
Examining the Impact of eWOM-Triggered Customer-to-Customer Interactions on Travelers’ Repurchase and Social Media Engagement (2022)

Izogo, E. E., Mpinganjira, M., Karjaluoto, H., & Liu, H. (2022). Examining the Impact of eWOM-Triggered Customer-to-Customer Interactions on Travelers’ Repurchase and Social Media Engagement. Journal of Travel Research, 61(8), 1872-1894. https://doi.org/10.1177/00472875211050420

JYU authors or editors

Publication details

All authors or editors: Izogo, Ernest Emeka; Mpinganjira, Mercy; Karjaluoto, Heikki; Liu, Hongfei

Journal or series: Journal of Travel Research

ISSN: 0047-2875

eISSN: 1552-6763

Publication year: 2022

Publication date: 11/10/2021

Volume: 61

Issue number: 8

Pages range: 1872-1894

Publisher: SAGE Publications

Publication country: United States

Publication language: English

DOI: https://doi.org/10.1177/00472875211050420

Publication open access: Not open

Publication channel open access: 

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/78207

Abstract

Electronic word-of-mouth (eWOM) communication on social media has revolutionized how travelers search for and share information and how they interact with one another digitally. This research examines the effects of eWOM-triggered customer-to-customer (C2C) interactions on travelers’ post-eWOM behaviors (i.e., repurchase and customer engagement) in a cross-cultural context. Drawing upon cognitive dissonance theory, a scenario-based experiment was conducted using a sample of 461 African tourists with recent intracontinental travel experience. Our findings suggest that a customer’s repurchase intention and engagement in social media C2C interactions are significantly influenced when their eWOM is challenged by other customers. Compared with individualistic cultures, such a phenomenon is more effective in collectivistic cultures, particularly when a customer shares negative eWOM. Customers in collectivistic cultures are more likely to appreciate consensus with other customers, and they tend to expend more effort toward solving dissonance. The theoretical and managerial implications of these findings are discussed.

Keywords: customer experience; feedback; social media; interaction; online discussion; customer loyalty; committing oneself; culture; cross-cultural research; cognitive dissonance

Free keywords: word-of-mouth; social media; customer engagement; repurchase intention; cognitive dissonance

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2022

JUFO rating: 2