Technological transformation: The importance of E-WOM and perceived privacy in the context of opinion platforms

Opinion platforms are the result of technological advances that have increased the importance for users to check other users' opinions about products and services before making a purchase. The aim of this research paper is twofold: (i) to analyse whether there is a direct and positive relationship between the privacy of Google Maps users and variables such as satisfaction and trust, and (ii) whether the E-WOM of Google Maps is related to the satisfaction and trust of its users. To achieve the objectives of the study, a questionnaire was collected from users of Google Maps reviews in Spain. A total of 375 valid responses were analysed using PLS-SEM methodology. In particular, structural model analysis was used for the formative and reflective variables. This study sheds new light on opinion platforms and their usefulness for efficient business management, as well as specifying the importance of user privacy for their satisfaction. The importance of E-WOM for user satisfaction, trust and privacy is emphasised. The findings underline the importance of technological advances for different stakeholders and society. This study reduces the gap in the usefulness of opinion platforms, especially Google Maps, and contributes to the academic literature on the variables studied.