Understanding e-WOM influence using social location based services: qualitative evidence from service encounters

The purpose of this paper is to attempt to shed light on perceptions and motivations by consumers receiving electronic word of mouth (eWOM) communication via social location based services on the Facebook platform. This new form of social media technology enables users to share their location with their friends by ‘checking-in’ from a smartphone device at a particularly service provider (e.g. restaurants, gyms, airports) where they can attach eWOM comments about service experiences to their social network. The qualitative findings of the study offer important insights on how Facebook users perceive these eWOM messages regarding service providers attached to check-in posts on Facebook by their friends, as well as the individuals making these posts through this form of social media.