eWOM & B5M-Research Data
Dataset consists of 647 participants in Vietnam regarding their behavioral intention for tourism destinations. Potential participants were identified as individuals wishing to travel or planning to travel in the coming year and using social networking sites (i.e. Facebook and Instagram) which were the most popular social networks in Vietnam. The data analysis shows that personality (specifically the traits of agreeableness, extraversion, and imagination) affects information adoption regarding tourism destinations. However, the impact of personality on behavioral intention could only be partly explained by IAM, suggesting that other variables play a role. The findings suggest avenues for future research linking personality and eWOM, as well as ways for companies to improve their customer targeting and advertising content that can be involved in eWOM.