%0 Journal Article
%T Consumers¡¯ electronic word
%A Linchi Kwok
%A Yung-Kuei Huang
%A Zhenxing (Eddie) Mao
%J Tourism and Hospitality Research
%@ 1742-9692
%D 2019
%R 10.1177/1467358417742684
%X This study was designed to assess consumers¡¯ electronic word-of-mouth behavioral intentions toward various types of business-to-consumer messages on Facebook, as well as their intentions toward the hospitality companies that initiate the messages. The results suggested that marketing messages (vs. conversational messages) evoke stronger electronic word-of-mouth behavioral intentions toward the messages as well as the companies that initiated the messages. Strong electronic word-of-mouth behavioral intentions toward the messages were found to be predictive of higher electronic word-of-mouth intentions toward the companies that initiated the messages. Gender had no moderating effect on such relationships. The findings provide implications for hospitality managers to develop specific business-to-consumer strategies to engage with Facebook users
%K Business-to-consumer communication
%K electronic word-of-mouth
%K Facebook
%K gender difference
%K social media
%K word of mouth
%U https://journals.sagepub.com/doi/full/10.1177/1467358417742684