Electronic Word of Mouth (eWOM) has become a pivotal factor influencing consumers’ decisions, particularly in the context of hotel services. With the advent of social media, it provides individuals with powerful tools to share its experiences and opinions about hotels. In this digital age, customers increasingly rely on online reviews and recommendations from their peers when selecting accommodations. eWOM on social media platforms has a substantial impact on customers’ perceptions and decision-making processes. This study aims to better understand the influence of eWOM by social media platforms on purchase intention of hotel services. To understand the influence of eWOM, this study uses the information adoption model as the model has been widely used in previous eWOM studies. The information quantity construct has been added to strengthen the model. The online questionnaire was distributed to social media users by using Google forms via social media platforms and only 210 of them were responded. The SmartPLS 4.0 software is used to analyze the data as the Partial Least Square-Structural Equation Modelling (PLS-SEM) is a method to confirm the structural equation models and to test the link between inert developments. Based on results, the information quantity and information quality of hotel services on eWOM positively influences the information usefulness and the information usefulness of hotel services on eWOM positively influences the purchase intention. The results lead to increase sales of hotel services and contribute to economic growth.

Abedi, E., Ghorbanzadeh, D., & Rahehagh, A. (2019). Influence of eWOM information on consumers’ behavioral intentions in mobile social networks. Journal of Advances in Management Research, 17(1), 84–109. https://doi.org/10.1108/jamr-04-2019-0058

Aditama, R. (2015). Metode penelitian Manajemen dan bisnis. Bandung.

Ahani, A., Nilashi, M., Ibrahim, O., et al. (2019). Market segmentation and travel choice prediction in Spa hotels through TripAdvisor’s online reviews. International Journal of Hospitality Management, 80, 52–77. https://doi.org/10.1016/j.ijhm.2019.01.003

Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., et al. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177–1190. https://doi.org/10.1016/j.tele.2017.05.008

Cheung, C. M. K., & Lee, M. K. O. (2012). What drives consumers to spread electronic word of mouth in online consumer-opinion platforms. Decision Support Systems, 53(1), 218–225. https://doi.org/10.1016/j.dss.2012.01.015

Elseidi, R. I., & El-Baz, D. (2014). The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran. The Business and Management Review.

Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47–55. https://doi.org/10.1016/j.chb.2016.03.003

Erkan, I., & Evans, C. (2018). Social media or shopping websites? The influence of eWOM on consumers’ online purchase intentions. Journal of Marketing Communications, 24(6), 617–632. https://doi.org/10.1080/13527266.2016.1184706

Filieri, R. (2015). What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of Business Research, 68(6), 1261–1270. https://doi.org/10.1016/j.jbusres.2014.11.006

Gvili, Y., & Levy, S. (2016). Antecedents of attitudes toward eWOM communication: differences across channels. Internet Research, 26(5), 1030–1051. https://doi.org/10.1108/intr-08-2014-0201

Tien, D. H., Amaya Rivas, A. A., & Liao, Y.-K. (2019). Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites. Asia Pacific Management Review, 24(3), 238–249. https://doi.org/10.1016/j.apmrv.2018.06.003

Henseler, J., Ringle, C. M., & Sarstedt, M. (2014). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8

Hussain, S., Ahmed, W., Jafar, R. M. S., et al. (2017). eWOM source credibility, perceived risk and food product customer’s information adoption. Computers in Human Behavior, 66, 96–102. https://doi.org/10.1016/j.chb.2016.09.034

Hussain, S., Song, X., & Niu, B. (2020). Consumers’ Motivational Involvement in eWOM for Information Adoption: The Mediating Role of Organizational Motives. Frontiers in Psychology, 10. https://doi.org/10.3389/fpsyg.2019.03055

Ismagilova, E., Dwivedi, Y. K., Slade, E., et al. (2017). Electronic Word of Mouth (eWOM) in the Marketing Context. In SpringerBriefs in Business. Springer International Publishing. https://doi.org/10.1007/978-3-319-52459-7

JosephNg, P. S. (2023). Hotel room access control: an NFC approach ecotourism framework. Journal of Science and Technology Policy Management, 15(3), 530–551. https://doi.org/10.1108/jstpm-10-2021-0153

Kock, N. (2015). Common Method Bias in PLS-SEM. International Journal of E-Collaboration, 11(4), 1–10. https://doi.org/10.4018/ijec.2015100101

Lee, J., & Hong, I. B. (2019). Consumer’s Electronic Word-of-Mouth Adoption: The Trust Transfer Perspective. International Journal of Electronic Commerce, 23(4), 595–627. https://doi.org/10.1080/10864415.2019.1655207

Mansoor, M., & Paul, J. (2022). Impact of energy efficiency-based ICT adoptions on prosumers and consumers. Journal of Cleaner Production, 331, 130008. https://doi.org/10.1016/j.jclepro.2021.130008

Miremadi, A., & Haghayegh, M. (2022). The Competitive Advantage of EWOM in Digital Marketing. European Journal of Business and Management Research, 7(2), 258–269. https://doi.org/10.24018/ejbmr.2022.7.2.866

Nana, X. (2009). Understanding the Acceptance of Mobile SMS Advertising among Young Chinese Consumers. Psychology & Marketing.

Olanrewaju, A.-S. T., Hossain, M. A., Whiteside, N., et al. (2020). Social media and entrepreneurship research: A literature review. International Journal of Information Management, 50, 90–110. https://doi.org/10.1016/j.ijinfomgt.2019.05.011

Oliveira, J. S., AbedRabbo, M., Mousavi, S., et al. (2020). The implications of eWOM adoption on the customer journey. Journal of Consumer Marketing, 37(7), 749–759. https://doi.org/10.1108/jcm-10-2019-3450

Sardar, A., Manzoor, A., Shaikh, K. A., et al. (2021). An Empirical Examination of the Impact of eWom Information on Young Consumers’ Online Purchase Intention: Mediating Role of eWom Information Adoption. Sage Open, 11(4). https://doi.org/10.1177/21582440211052547

Shen, X. L., Zhang, K. Z. K., & Zhao, S. J. (2014). Understanding Information Adoption in Online Review Communities: The Role of Herd Factors. 2014 47th Hawaii International Conference on System Sciences, 604–613. https://doi.org/10.1109/hicss.2014.81

Shmueli, G., Sarstedt, M., Hair, J. F., et al. (2019). Predictive model assessment in PLS-SEM: guidelines for using PLSpredict. European Journal of Marketing, 53(11), 2322–2347. https://doi.org/10.1108/ejm-02-2019-0189

Sulthana, A. N., & Vasantha, S. (2019). Influence of electronic word of mouth eWOM on purchase intention. International Journal of Scientific and Technology Research.

Sussman, S. W., & Siegal, W. S. (2003). Informational Influence in Organizations: An Integrated Approach to Knowledge Adoption. Information Systems Research, 14(1), 47–65. https://doi.org/10.1287/isre.14.1.47.14767

Taylor, C. R. (2018). The new era of electronic word of mouth (eWOM): ‘Be More Chill’ overrules the critics. International Journal of Advertising, 37(6), 849–851. https://doi.org/10.1080/02650487.2018.1521899

Teng, S., & Khong, K. W. (2015). Conceptualising cues in social media. International Journal of Internet Marketing and Advertising, 9(3), 233. https://doi.org/10.1504/ijima.2015.071488

Verma, D., Dewani, P. P., Behl, A., et al. (2023). Understanding the impact of eWOM communication through the lens of information adoption model: A meta-analytic structural equation modeling perspective. Computers in Human Behavior, 143, 107710. https://doi.org/10.1016/j.chb.2023.107710

Wang, Y. (2016). Information Adoption Model, a Review of the Literature. Journal of Economics, Business and Management, 4(11), 618–622. https://doi.org/10.18178/joebm.2016.4.11.462

Weitzl, W. (2017). Measuring Electronic Word-of-Mouth Effectiveness. Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-15889-7

Xabier Martinez-Rolan, T. P. O. (2013). Understand digital marketing basic and actions. In Journal of Chemical Information and Modeling.

Yan, Q., Wu, S., Wang, L., et al. (2016). E-WOM from e-commerce websites and social media: Which will consumers adopt? Electronic Commerce Research and Applications, 17, 62–73. https://doi.org/10.1016/j.elerap.2016.03.004

Zhu, D. H., Chang, Y. P., & Luo, J. J. (2016). Understanding the influence of C2C communication on purchase decision in online communities from a perspective of information adoption model. Telematics and Informatics, 33(1), 8–16. https://doi.org/10.1016/j.tele.2015.06.0