Electronic Word of Mouth (eWOM) has been widely used by the majority of consumers in different digital platforms. This exploratory study was conducted with the aim to get further insights about online consumer behavior through social networking sites and online reviews sites in order to help tourism businesses develop sustainable eWOM strategies. In order to carry out this objective, an exploratory study has been developed to analyze the existing literature of eWOM strategies and online consumer behavior. The systematic literature review analysis establishes two main topics: (i) tourism (ii) eWOM. The scientific database of Web of Science has been used to collect relevant literature of the subject matter. The search term “Tourism” and “eWOM” were applied. The database of Web of Science produced a total of 124 articles and with the different filters applied during the PRISMA 2009 Flow diagram the process resulted in a selection of 13 studies. The results of the research will provide a broader knowledge for scholars of social sciences and businesses for adopting sustainable strategies of the increasing influence of eWOM in tourism.

Online streaming contents are creating greater service uncertainty, as consumers need to experience such contents before making a decision to continue to purchase them. Few studies have investigated the interaction between eWOM (online word-of-mouth) and online streaming content service characteristics in online streaming contents’ performance and explained the way this interaction can promote service characteristics’ role in service performance or remedy service uncertainty attributable to these characteristics. Thus, this paper examines the interaction between eWOM and service (webtoon) characteristics (i.e., author experience, genre (drama or fantasy), completion, transfer to pay service, and publication time (Wednesday)) on online streaming contents’ service performance measures such as publication period and gamification of contents. Author experience and genre interact with the number of reviews to affect gamification. The transfer to pay service interacts crucially with review ratings and the number of reviews to influence both publication period and gamification. Online streaming contents completion and publication time are interacting factors with review ratings that affected publication period. Service providers need to cope with service uncertainty in furthering online streaming contents service by considering service characteristics as well as customers’ responses through eWOM.