Advances in Business-Related Scientific Research Conference 2013 in Venice (ABSRC 2013 Venice) March 20–22, 2013, Venice, Italy IMPACT OF EWOM ON THE TUNISIAN CONSUMER’S ATTITUDE TOWARDS THE PRODUCT Rym Srarfi Tabbane* University of Manouba, Higher School of digital Economy Tunisia rymtabbane@yahoo.fr Manel Hamouda University of Tunis El Manar, Faculty of Economic Sciences and Management Tunisia manel.hamouda@gmail.com Abstract This study focuses on the role of electronic word of mouth (eWOM) in the processing information procedure. We are particularly interested in the influence of the exposure to eWOM on the Tunisian consumer’s attitude towards the product. A study was conducted on a sample of Tunisian Internet users. The relationship between exposure to eWOM and attitude towards the product was measured using a linear regression. The results show a small but significant relationship between exposure to eWOM and attitude toward the recommended product. The findings will help researchers and practitioners better understand the impact of electronic word-of-mouth on Tunisian consumer responses and will provide suggestions for Tunisian hospitality managers on how to make an effective marketing strategy taking the advantages of online word-of-mouth. Key Words: Electronic Word of Mouth, Tunisian consumer, attitude towards the product, consumer review, Hospitality Industry Topic Group: Marketing and Consumer behavior INTRODUCTION In the past, much attention has been given by researchers to the concept of WOM in the field of consumer behavior (Gupta & Harris, 2010). Nowadays with the advent of the Internet, and the growing use of the Web2.0 technologies, social media and consumer generated content, it is possible to observe a great interest in a new form of WOM: the electronic one. Indeed, a significant number of consumers use Web 2.0 tools (such as online discussion forums, blogs, social networks and review sites) to communicate information about products and shopping experiences (Gupta & Harris, 2010). Web 2.0 has given consumers the power to influence others through a variety of tools (Cheung & Thadani, 2012). Just as the traditional WOM