La Revue des Sciences Commerciales
Volume 24, Numéro 2, Pages 24-50
2025-12-26
User-generated Content, Ewom Intensity, And Travel Intention: A Netnographic Study Of Algerian Facebook Travel Communities.
Authors : Bengati Islam . Ghidouche Ait-yahia Kamila .
Abstract
This study explores how electronic word-of-mouth (eWOM) intensity mediates the relationship between user-generated content (UGC) and travel intention in Algerian Facebook travel groups. Grounded in the Uses and Gratifications Theory and selected UTAUT2 constructs, it examines how content features, social dynamics, and platform affordances influence digital engagement. A netnographic analysis of 89 posts reveals that multimedia and personal storytelling enhance eWOM intensity, which significantly impacts travel decisions. The study proposes a conceptual framework integrating motivational and technological factors, offering insights into digital behavior in emerging tourism markets. A quantitative phase is recommended to validate and extend the model.
Keywords
eWOM intensity ; User-generated content ; Travel intention ; Facebook groups ; Digital engagement
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