| dc.description.abstract | Purpose: Although academics throughout the world have expressed strong interest in
the marketing WOM field, this research area is relatively new to the Vietnamese
economy, and not everyone uses it properly, which might have unintended side
effects. The author aims to conduct this study in order to provide the most recent
overview of the impact of eWOM messages on travelers' willingness to accept and
use them when making decisions in the setting of homestay lodging in Vietnam,
especially in the age of advanced technology.
Design: Data is gathered from travelers in Vietnam who prefer to stay in homestays
when on vacation. The questionnaires are distributed via the Facebook social media
site. Using the PLS - SEM approaches, data from the structural and measurement
models are collected to evaluate hypotheses.
Findings: Persuasive eWOM messages is the combination of 5 critical antecedents
including source credibility, argument quality, source style, source attractiveness, and
source perception. With regards to Vietnam homestay lodging, one of the most
important aspects influencing travelers who read online reviews on Facebook is
source reliability.
Practical Implication: Businesses may find Facebook to be a valuable channel for
promoting their products and services. In general, the study's findings could be used
by business undergraduates, teachers, and marketers to better understand the future
travelers of Vietnam customers via social media. | en_US |
