Effects of electronic word-of-mouth (eWOM) drivers on customers' behaviour

In today's world, eWOM has become increasingly important in the tourism sector because it is considered far more influential than advertising and marketing messages. Since it is usually information spread by friends or relatives, it is perceived as a more credible and reliable source than service providers' advertising. Due to the fact that eWOM occurs when customers exchange information online, it can take many forms, such as user-generated content, online product reviews, personal emails, and social media posts. More and more travellers are turning to social media platforms like Facebook, You Tube, Instagram and blogs to get first-hand information, learn about others' experiences and their reviews and recommendations for different destinations. Users' interaction with one another influences their behaviours and travel decision-making. The purpose of this study is to identify the factors of eWOM information, which affect consumers' behaviour, compare the influences of these factors on different platforms and their impact on destination choice through the moderating role of age and experience.