Credibility of Electronic Word of Mouth in the Social Commerce Context: The Case of TripAdvisor

Abstract

Background: Online reviews generated by consumers are a vital source of information driving purchase decisions by consumers. Nevertheless, identifying the credibility of online reviews remains an obstacle, since not all online reviews are credible. This paper aims to determine the influence of credibility on the consumption of eWOM and S-eWOM in the tourism industry. Design/Methodology: This research provides an in-depth analysis of the insider experience connected to challenges facing travelers (customers) to evaluate online reviews and grant credibility to eWOM in the TripAdvisor platform. Specifically, this research explored the end-user experience and the role of social media in providing new opportunities to help customers overcome challenges they face in trusting eWOM and S-eWOM, in addition to the possible influence of COVID-19 in shaping participants’ credibility judgment. Guided by a qualitative approach, this interpretive study is conducted through an observation using the walkthrough and interviews with 18 participants from uOttawa. Nvivo12 software was used to organize, categorize, and analyze the data. Results: This study draws on Media Richness theory to provide a broad theoretical lens and a grounded theory approach which uncovered Two fundamental theories: the four maxims of cooperative principles by Grice and the Big Five personality traits to help interpret findings. Using thematic analysis, five main themes were uncovered: (1) Quality and quantity of the content, (2) Consumer, (3) Credibility and expertise of the communicator, (4) The platform, product type, and COVID-19 (context), and (5) The strength of social tie in the community. Research Limitations/Implications: The inability to generalize the data due to a small sample of respondents is a limitation of this research. Outcomes can help tourism managers support the reviews that accommodate a balanced view of the positive and negative aspects of travel-related products and services.