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The Impact of Electronic Word-of-Mouth (e-WOM) on Consumers’ Purchasing Decision Evidence from Five-star Hotels in Egypt

The website communication has a strong impact, which is later how to build their behavior and purchasing decisions, although other marketing means such as advertising may be important in forming the customer awareness, Electronic Word has become a more important and powerful role in changing customer perceptions and behavior towards a product or service. This study aims to explore the impact of electronic word of mouth (e-WOM) on Consumers Purchasing Decision of five star Hotels in Greater Cairo. This study employed a self-administrated interview with the marketing department at a number of five star hotels. The study showed that there is a large percentage of investigated hotels agreed that the word of mouth has an effect on e-marketing in hotels because about of 91% of people read reviews online and are affected by it.