The Social Media Reviews on Consumer Buying Intention for Hotels: An Analytical Study

Abstract

ABSTRACT

The hotel industry can use social media to communicate with consumers and clients and learn about their needs. Before, during, and following a customer's vacation, the hotel sector can engage with them on numerous social networking sites. Affordableness, the ability to quickly and broadly disperse brand recognition, the power to draw attention, and the ability to produce substantial volumes of traffic are just a few of the many advantages of social media, a medium despite is still relatively new. The application of the WWW providing a forum for expressing opinions, grievances, and suggestions about goods and businesses has received extensive coverage in the popular media. Furthermore, familiarity with the company and whether the supplier is a pure Internet or a clicks-and-mortar organization influence how negatively WOM information affects perceived reliability and buy inclinations. The new study, which is essential for the proposed theory of how consumers act on the internet, shows for the initial time the influence gender plays on that impact and interprets it from the perspective of focused bias. Additionally, it clarifies the basic mechanism by which internet reviews affect purchasing decisions.