Gendered patterns in eWOM seeking and sharing
Year: 2025
Type: article
Study design: Observational Study
Abstract: This study employs social role theory to examine gender disparities in electronic word of mouth (eWOM), specifically focusing on eWOM media. Analyzing survey data from 2092 participants, it finds that women place higher importance on eWOM in pre-purchase decisions and show stronger motivation for eWOM provision than men. Platforms more frequently utilized by women than men for eWOM activities include Facebook, Pinterest, and Instagram. Conversely, men demonstrate a greater propensity to use platforms such as Google Maps, Twitter, LinkedIn, and YouTube for eWOM-related purposes. These insights can help destination management organizations and tourism businesses tailor eWOM channels and strategies by incorporating gender differences.
Authors: Kristína Pompurová, Raffaele Filieri
Institutions: Matej Bel University, Audencia Business School
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W4407277589