Abstract
Technological advances have had many advantages like an E-WOM (Electronic Word of Mouth) that has become a very important and powerful tool for users who wish to share their knowledge, experiences and emotions about a product or service. But the use of virtual platforms may affect the privacy of users data. This present study has a twofold objective: first check if the privacy of users when using TripAdvisor, the world’s largest travel platform, has an impact on their satisfaction and trust on the platform. Secondly, the relationship between E-WOM and the variables users trust and satisfaction when using TripAdvisor is examined. In order to achieve the objectives set out, the sample of 390 persons was analyzed. The PLS-SEM method has been used to process the data and test the hypotheses. The results of the analysis have shown that there is a positive and direct relationship between TripAdvisor users’ privacy and satisfaction. The direct and positive relationship between users’ E-WOM and their degree of satisfaction and trust toward the platform has also been confirmed. This study makes a significant contribution to the academic literature on the variables studied, as previous studies presented different results.
Highlights
Technological development and its application in social networks have had a significant impact on the way in which consumers exchange their experiences and opinions
TripAdvisor is one of the largest platforms for reviews in the tourism sector where users express their opinions about the services they receive
The two main objectives of this study were to analyze if the privacy of users when using TripAdvisor, has an impact on their satisfaction and trust on the platform and examine the relationship between E-WOM and users trust and satisfaction when using TripAdvisor
Summary
Technological development and its application in social networks have had a significant impact on the way in which consumers exchange their experiences and opinions. Consumers are the main promoters of brands, due to the frequency in the use of social networks, they have the power to promote or discredit a company in a matter of seconds, even at an international level (Apolo et al, 2015). This is why companies should take into account digital marketing strategies (Saura, 2020).
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