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Apart from that, the online imposters are capable of posting fake messages that may be misleading and thereby jeopardize company’s image (Petty, 2012).
EWOM of SMM may also initiate adverse impact. The information that are generated online are uncontrollable in this digital era (Hartman, Hunt, Childers, 2013). Besides, owing to the fast development of SM, eWOM is becoming a very influential trend (Babić et al., 2016; Maslowska, Malthouse and Bernritter,2017). According to Serra Cantallops and Salvi (2014), eWOM has a tremendous effect on the tourism industry, and within tourism industry, hotels are impacted the most. In customers’ opinion, the information that displayed online are more belie
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