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

Christy M K Cheung, Dimple R. Thadani

    Research output: Chapter in book/report/conference proceedingConference proceedingpeer-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 languageEnglish
    Title of host publicationBLED 2010 Proceedings
    PublisherAssociation for Information Systems
    Pages329-345
    Number of pages17
    ISBN (Print)9789612322403
    Publication statusPublished - Jun 2010
    Event23rd Bled eConference: eTrust - Implications for the Individual, Enterprises and Society - Bled, Slovenia
    Duration: 20 Jun 201023 Jun 2010
    https://aisel.aisnet.org/bled2010/

    Conference

    Conference23rd Bled eConference: eTrust - Implications for the Individual, Enterprises and Society
    Abbreviated titleBLED 2010
    Country/TerritorySlovenia
    CityBled
    Period20/06/1023/06/10
    Internet address

    Scopus Subject Areas

    • Computer Science Applications
    • Information Systems and Management

    User-Defined Keywords

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

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