Marketing e-Word-of-Mouth versus Digital Influencers Marketing in the buying decision of the Millennials
DOI:
https://doi.org/10.34629/cpublica816Keywords:
Word-of-Mouth, Digital Influencers Marketing, e-Word-of-Mouth Marketing, tourism, Millennial GenerationAbstract
Winning over millennials has become a difficult task, and having an online presence is not enough to convert them. This article seeks to understand the influence of word-of-mouth marketing and digital influencer marketing on millennials’ intention to purchase tourism services. For this objective, an online questionnaire was made available to obtain a convenience sample of 136 millennials. The results obtained confirmed three of the five research hypotheses: that the millennial consumer likes to share opinions and content via e-word-of-mouth and that their tourism purchasing decision could be influenced by marketing e-word-of-mouth strategies through strangers and acquaintances. It has not been confirmed that digital influencers influence millennials or that digital influencer marketing influences their tourism purchasing process.
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