ABSTRACT
The digital revolution has brought foundational changes in marketing, customer relationship and brand management. In the digital platforms, engagement takes on several forms: customers may become a fan, share, like and reply to/comment on company posts or post their own messages on a company's pages. This chapter explores the concepts of e – word-of-mouth (e-WOM) and WOM, and shows how they relate to each other. It provides an overview e-WOM studies in the tourism literature and presents a framework that will help to better and more deeply understand the underlying process of e-WOM behaviors. The chapter investigates the traditional typology of posters and lurkers to emphasize a matrix that would help to better classify the participants' behavior relying on goals theory. Customers might also communicate in a non-verbal way after they had a product experience. Non-verbal communication can also be driven by an activated goal or occur without goal activation.
