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 contributionpeer-review

46 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 2010) - Bled, Slovenia, Bled, Slovenia
Duration: 20 Jun 201023 Jun 2010

Conference

Conference23rd Bled eConference: eTrust - Implications for the Individual, Enterprises and Society (BLED 2010)
Country/TerritorySlovenia
CityBled
Period20/06/1023/06/10

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

Fingerprint

Dive into the research topics of 'The effectiveness of electronic word-of-mouth communication: A literature analysis'. Together they form a unique fingerprint.

Cite this