Unleashing the power of online influencers’ negative reviews in luxury hotels in the emerging market

Purpose This paper examines the impact of four key factors: susceptibility to online reviews (SOR), hotel image, trust in a hotel and attitude toward luxury hotels, on purchase intention and their interrelationships. Additionally, it explores how negative reviews from online influencers moderate these relationships within the context of luxury hotels in an emerging market. Design/methodology/approach The research employed an experimental design, gathering data from 446 Vietnamese respondents via online questionnaires. Covariance-based structural equation modeling and multiple group analysis were used to test the proposed hypotheses and assess the moderating effect of negative influencer reviews. Findings Results demonstrate that SOR, hotel image, trust and attitude all played key roles in driving purchase intention. Notably, negative influencer reviews amplified the effect of SOR on the hotel image, which subsequently strengthened trust and positively impacted attitudes. These negative reviews also moderated the relationships between trust, attitude and purchase intention, underscoring their important role in shaping consumer behavior in the luxury hotel market. Originality/value This study extends the theory of susceptibility to interpersonal influence and the theory of reasoned action by introducing a model that integrates online influencer reviews with SOR and purchase intention. It provides a deeper understanding of how negative eWOM from influencers disrupts the traditional decision-making process in luxury hotels. The research offers novel insights for luxury hotel managers, helping them manage their online reputation and enhance decision-making strategies in the digital age, particularly in emerging markets.