“I Love It” Versus “I Recommend It”: The Impact of Implicit and Explicit Endorsement Styles on Electronic Word-of-Mouth Persuasiveness
Sign Up to like & getrecommendations! Published in 2023 at "Journal of Travel Research"
DOI: 10.1177/00472875231175083
Abstract: Consumers usually endorse tourism products differently when sharing positive electronic word-of-mouth (eWOM). This research examines the relative persuasiveness of two endorsement styles, that is, explicit endorsement (e.g., “I recommend it”) and implicit endorsement (e.g., “I… read more here.
Keywords: endorsement styles; word mouth; explicit endorsement; endorsement ... See more keywords