Travel posts on wechat moments: A model for eWOM effectiveness

Yangyang Jiang, Yong Rao, M. S. Balaji, Dan Xian Xu

Research output: Journal PublicationArticlepeer-review

12 Citations (Scopus)


The purpose of this study is to empirically investigate factors and boundary conditions that may affect the effectiveness of electronic word-of-mouth (eWOM) in influencing a consumer's travel decision-making behavior. The conceptual model was tested using data collected from Chinese WeChat users. An online survey generated 550 valid responses. Results show that eWOM content richness and perceived ease of use of the eWOM platform positively influence eWOM effectiveness, while the eWOM receiver expertise is negatively associated with eWOM effectiveness. In addition, a consumer's social interaction with others on the social media platform moderates the aforementioned relationships. Theoretical and managerial implications are elaborated.

Original languageEnglish
Pages (from-to)123-136
Number of pages14
JournalTourism Analysis
Issue number1
Publication statusPublished - 2020


  • Content richness
  • Electronic word-of-mouth (eWOM) effectiveness
  • Online social interaction
  • Perceived ease of use
  • Receiver expertise

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management


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