Impact of Hybrid Word of Mouth on Consumer Behavior: Case of Off-Highway Vehicle Recreation Markets

This study focuses on examining off-highway vehicle (OHV) recreation from a marketing perspective. It examines whether key versions of word of mouth (WOM) significantly shape consumer behavior in terms of loyalty and spending and hold potential to facilitate responsible behavior. By exploring the relationship between consumer behavior and traditional WOM and eWOM, this study stresses on the importance of integrating traditional WOM with social networking site (SNS) tools. By offering a comparative/integrated view of their impact on local spending behavior of OHV visitors, this study offers important implications from a sustainable marketing standpoint.