The recent development of Internet communication platforms has caused electronic word of
mouth (eWOM) to become an increasingly important source of information for consumers …

The importance of online reviews continues to grow for both retailers and consumers.
Typically, online reviews are summarised in terms of an average review score and the …

Online shopping is a growing trend across the globe, particularly among the younger
generation who can escape the crowds in stores and the time-consuming wandering to …

The online travel sales represent a considerable market share and a continued growth is
predicted in the coming years. With the evolution of information and communication …

Social media are becoming a more popular option for companies and brands to market their
product and services as it is proven by previous research that marketing is more effective on …

Purpose Previous research into online reviews in the hospitality industry has focused mainly
on big companies; thus, it is not yet known whether its findings apply also to small and …

En los últimos años, los mensajes provenientes del boca-oído electrónico (eWOM)
particularmente las reseñas online, han recibido mucha atención por parte de los …

A large number of online customer reviews greatly influences consumer purchasing
decisions. Whether positive or negative, consumers regard online customer reviews as …

This dissertation was written as a part of the MSc in e-Business & Digital Marketing at the
International Hellenic University. Travel and tourism industry has changed rapidly over the …

The online shopping environment has radically changed consumer shopping behavior.
Without the actual physical shopping experience in a brick-and-mortar store, consumers …