The effectiveness of electronic word-of-mouth communication: A literature analysis

Christy M.K. Cheung; Dimple R. Thadani

The effectiveness of electronic word-of-mouth communication: A literature analysis

Research output: Contribution to conference › Paper › peer-review

82 Citations (Scopus)

Abstract

Electronic word-of-mouth (eWOM) communication has been one of the most exciting research areas of inquiry. There is an emerging attention on the effectiveness of eWOM communication. The scope of published studies on the impact of eWOM communication is rather broad and the studies appear relatively fragmented and inconclusive. In this study, we focused on the individual-level eWOM research. We conducted a systematic review of eWOM research and identified key factors that are specific to the context of eWOM communication. We believe that this literature analysis not only provides us with an overview of the current status of knowledge within the domain of eWOM communication, but also serves as a salient guideline for future research directions.

Original language	English
Pages	329-345
Number of pages	17
Publication status	Published - 2010
Externally published	Yes
Event	23rd Bled eConference - eTrust: Implications for the Individual, Enterprises and Society - Bled, Slovenia Duration: 20 Jun 2010 → 23 Jun 2010

Conference

Conference	23rd Bled eConference - eTrust: Implications for the Individual, Enterprises and Society
Country/Territory	Slovenia
City	Bled
Period	20/06/10 → 23/06/10

Keywords

E-marketing
Electronic word of mouth
Literature analysis
Research framework
Social communication
Web 2.0

ASJC Scopus subject areas

Computer Science Applications
Information Systems and Management

Cite this

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title = "The effectiveness of electronic word-of-mouth communication: A literature analysis",

abstract = "Electronic word-of-mouth (eWOM) communication has been one of the most exciting research areas of inquiry. There is an emerging attention on the effectiveness of eWOM communication. The scope of published studies on the impact of eWOM communication is rather broad and the studies appear relatively fragmented and inconclusive. In this study, we focused on the individual-level eWOM research. We conducted a systematic review of eWOM research and identified key factors that are specific to the context of eWOM communication. We believe that this literature analysis not only provides us with an overview of the current status of knowledge within the domain of eWOM communication, but also serves as a salient guideline for future research directions.",

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year = "2010",

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pages = "329--345",

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T2 - 23rd Bled eConference - eTrust: Implications for the Individual, Enterprises and Society

AU - Cheung, Christy M.K.

AU - Thadani, Dimple R.

PY - 2010

Y1 - 2010

N2 - Electronic word-of-mouth (eWOM) communication has been one of the most exciting research areas of inquiry. There is an emerging attention on the effectiveness of eWOM communication. The scope of published studies on the impact of eWOM communication is rather broad and the studies appear relatively fragmented and inconclusive. In this study, we focused on the individual-level eWOM research. We conducted a systematic review of eWOM research and identified key factors that are specific to the context of eWOM communication. We believe that this literature analysis not only provides us with an overview of the current status of knowledge within the domain of eWOM communication, but also serves as a salient guideline for future research directions.

AB - Electronic word-of-mouth (eWOM) communication has been one of the most exciting research areas of inquiry. There is an emerging attention on the effectiveness of eWOM communication. The scope of published studies on the impact of eWOM communication is rather broad and the studies appear relatively fragmented and inconclusive. In this study, we focused on the individual-level eWOM research. We conducted a systematic review of eWOM research and identified key factors that are specific to the context of eWOM communication. We believe that this literature analysis not only provides us with an overview of the current status of knowledge within the domain of eWOM communication, but also serves as a salient guideline for future research directions.

KW - E-marketing

KW - Electronic word of mouth

KW - Literature analysis

KW - Research framework

KW - Social communication

KW - Web 2.0

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M3 - Paper

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Y2 - 20 June 2010 through 23 June 2010

ER -

The effectiveness of electronic word-of-mouth communication: A literature analysis

Abstract

Conference

Keywords

ASJC Scopus subject areas

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