Dear All,

I am a PhD student at Oxford Brookes University (UK). I would like to seek your help in filling in a web-based questionnaire which is a key element of my doctoral studies.

The aim of this research is to investigate the antecedents of electronic word-of-mouth (eWOM) in the travel industry. Word-of-mouth (WOM) is an interpersonal communication between customers sharing opinions about a consumption experience, and individuals are easily persuaded by fellow customers who have already had prior experience of a product or service. WOM is, therefore, regarded as the most influential marketing force and the most powerful information source. The Internet has reinforced the effect of WOM into different arena.

I would like to invite individuals who have published their opinion and experience online to participate in this research. Online opinion includes messages delivered via all opinion exchange channels / platforms and different social media, for example, Facebook, Twitter, Blogs, MySpace, YouTube, MSN Messenger, and Skype, etc. Everyone who is above 16 years old and has online communication experience is more than welcome to participate in the survey.

The whole procedure will take you 15-20 minutes to complete. You will not be required to share your personal details for this questionnaire. All data collected will go to the online database directly and will be used for academic purposes only. Please visit the link below for more information and the web-based questionnaire: https://www.surveymonkey.com/s/eWOM_survey.

Your feedback is extremely important to the research.

For more information, please contact me anytime via silvia.liang@brookes.ac.uk

With best regards,

Silvia