Ο ρόλος και η χρήση των social media για ηλεκτρονικό word of mouth
The role and impact of social media in the e-WoM
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Keywords
Word of mouthAbstract
Word of mouth has been a very useful marketing practice for many years, as many studies have shown that it greatly influences the decision to buy or not a product. After all, with the emergence of the internet as the most important field in which people nowadays can interact, communicate, share views, ideas and experiences, electronic word-of-mouth communication, the so-called e-wom, has largely replaced simple word-of-mouth communication. In this sense, the purpose of this paper was to analyze the importance of e-wom for the tourism industry and the hotel industry in particular, through a thorough literature review, as well as conducting primary research with the help of a questionnaire. In any case, the present paper showed the importance of e-wom for the modern companies of the hotel industry and underlined the need for them, if they have not already done so, to include in their strategy their promotion within these sites.