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What Do We Trust, People Or Technology? The Case Study Of Tripadvisor
The rise of social commerce has brought new challenges for firms and shops reshaping their business. Both are struggling to co-create value with customers to identify their needs, where and when they purchase goods offering innovative products. Like, comments and reviews are becoming the new WOM (word of mouth) which is now e-WOM (electronic word of mouth) due to the E-commerce coming. The research conducted aims to provide an e-WOM analysis on the review sites, such as TripAdvisor taken as a case study resulting from the recent economic involvement in hotel booking. Specifically, the research wants to determine the implication of fake reviews on decisions
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