How old is your soul? Differences in the impact of eWOM on Generation X and millennials
EntityUAM. Departamento de Financiación e Investigación Comercial
PublisherEmerald Publishing Limited
10.1108/JHTI-10-2020-0193Journal of Hospitality and Tourism Insights 5. 3 (2022): 553-566
ProjectGobierno de España. ECO2015-69103-R; Gobierno de España. ECO2016-76768-R
SubjectseWOM; Valence; Generation X; Millennials; Attitude; Intentions; Sociología
NoteAuthors are grateful for the financial support received from the Ministerio de Economía y Competitividad (ECO2015-69103-R; ECO2016-76768-R). This work was supported by the European Social Fund and the Government of Aragon (“METODO” research group S20_20R). This research benefited from the Professorship Excellence Program in accordance with the multi-year agreement signed by the Government of Madrid and the Autonomous University of Madrid (Line #3).
Rights© 2021 Emerald
Esta obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-SinObraDerivada 4.0 Internacional.
Purpose Online reviews have received research attention in recent years, as they work as precursors of consumer behaviors. Previous studies have suggested that the influence of online reviews may vary across generations. However, the previous literature has not analyzed yet whether millennials and Generation X react differently to online reviews. This study aims to shed light on this by analyzing whether the attitudes and behavioral intentions generated by online reviews are different for these two generational cohorts. Design/methodology/approach An experimental procedure was designed to manipulate online review valence; data were collected from 351 respondents in two samples, Generation X and millennial participants. Findings Results suggested that positive online reviews generate more positive customer attitudes and booking intentions than negative online reviews. In addition, Generation X vs millennials moderates the link among online review valence, attitudes and booking intentions. The resultant behaviors from online reviews are more intense among Generation X than for millennials. Practical implications Managers should be aware of online review valence and their customers' generational cohort, that is, whether they are millennials or Generation X, as they react differently to online reviews. Originality/value This research examines the moderating role of millennials and Generation X in the relationship between online reviews, consumer attitudes and behavioral intentions. The aim is to explain how millennial and Generation X consumers react to eWOM, that is, whether generational cohort mitigates or enhances the effects of positive vs negative online reviews on consumer reactions.
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