In order to minimize the effects of NWOM, companies have begun to make their presence known in social media by searching for and responding to comments about their brand in consumer posts through
This paper examines tourists’ knowledge sharing behavior in social media. Based on the social capital theory, we aim to identify factors influencing three dimensions of social capital (cognitive,
Subjective norms are considered the most important source of information when a consumer is making a purchasing decision (Lin, 2007). This influence seems to be important in e-tourism context. The
Psychological distance has been established as a key antecedent to social and temporal related decision-making among consumers, along with the presentation of marketing stimuli. While much of these
As more companies base their marketing strategies on data gathered or acquired from online social networks, our research main focus is to identify how reliable this data might be considered, taking