This study was designed to answer the following research questions: will hospitality company's B2C (business-to-consumer) messages on Facebook evoke different eWOM (electronic word-of-mouth) responses towards the company that initiated the messages? Do consumers’ eWOM responses towards B2C messages relate to their eWOM responses towards the company? An analysis of 169 usable questionnaires reveals that marketing messages, as compared to conversational messages, can evoke stronger eWOM responses towards the messages and stronger eWOM responses towards the company that initiated the messages. Meanwhile, consumers’ eWOM responses towards a B2C message on Facebook are positively related to their eWOM responses towards the company that initiated the message (consistent for four types of messages/simulations). The findings add additional insight to literature and can help hospitality managers develop better marketing communication strategies on Facebook.
