Assignment on What is eWOM Theory?

Running head: EWOM
EWOM
Name of the Student:
Name of the University:
Author note:

EWOM
1
The study is based on EWOM in the hospitality industries. The word Word of mouth
is a strategy used in marketing. It has proved to be successful for most of the organizations.
This requires people's interest to get involved in talking about it. Moreover it reflects the
customers’ experience. It has been seen that n the social media addicted world, nearly 62
percent of consumers consult the online review & information prior to any purchase or
service.
The survey has been conducted in the hotels of UAE. With the help of questionnaire
survey there are 50 observations has been collected for the survey. In the section of data
analysis correlation, regression and ANOVA test has been conducted. The result and
conclusion of the survey is based on P-value approach and at 5% significance level.
From the study it is clear that for any business to flourish knowledge management
(KM) is required and this follow the indicators of successful KM initiatives. Moreover the
primary aspect of the survey is quality of food and hotel service to the customer. Also Cost
and atmosphere have no impact for creating word of mouth. It is also important that the E-
WOM, E-WOM variables, brand image, customer trust and customer satisfaction have high
influence on the intention to buy the service. The elasticity of eWoM is extremely higher for
the reviews posted by the TripAdvisor.
The TripAdvisor has a relationship between the total reviews and comparative
ranking given to the hotel. Thus, the positive and negative results have direct impact on the
number of reviews on a hotel’s TripAdvisor rating.

EWOM
2
BR FC IM IO O KA O
C
BR 1
FC 0.18347
8
1
IM 0.01028
1
-0.07522 1
IO 0.03116
5
-0.12031 0.48088048
3
1
O 0.06832
2
-0.02764 0.53547298
3
0.61387
7
1
K
A
0.06162
7
-0.08269 0.67508587 0.54120
7
0.63186 1
O
C
0.14028
1
0.07486
5
0.62466560
2
0.44858
4
0.67639
7
0.70441
8
1
Correlation Table
From the correlation table it has been seen that the correlation among all the variables
is positive where as some of strong and some of weak. It has been divided by its coefficient
value. If the coefficient of correlation is close to 1 then it is strong otherwise not.