EXPLORING ELECTRONIC WORD-OF-MOUTH (eWOM) IN THE CONSUMER PURCHASE DECISION-MAKING PROCESS: THE CASE OF ONLINE HOLIDAYS - EVIDENCE FROM UNITED KINGDOM (UK) CONSUMERS

This study explores the role of electronic word-of-mouth (eWOM) in the consumer decision-making process when purchasing a holiday. Using an ethnographic approach, it explores the role of eWOM on consumers' attitudes toward online reviews (eReviews) and their subsequent behavior. Across the consumer decision-making processes - information search, evaluation, and purchase - the study develops a conceptual framework with three eWOM dimensions: (1) motivation, (2) source, and (3) content. Findings explore the variations of eWOM's influence across the decision-making stages with implications for theory and practice. The study further highlights implications for segmentation practices in the tourism industry.