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their sellers” (Litvin, Goldsmith, & Pan, 2008, p. 461). And “compared to traditional WOM, online WOM is more influential due to its speed, convenience, one-to-many reach, and its absence of face-to-face human pressure” (Sun, Youn, Wum & Kuntaraporn ,2006). This shows that SMM has strengthen the customer’s influencing power. 3) Trendiness suggests that social media is capable of providing the freshest and the latest information about the products and services (Bruno et al., 2016). Kim and Ko (2012) first apply this factors to the fashion industry because of its timeliness. Hotel industry is influenced by this aspect as well (Sano, 2014). For example, the development of new tourist spot may
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