The state of electronic word-of-mouth research: A literature analysis

Christy M K Cheung*, Dimple R. Thadani

*Corresponding author for this work

    Research output: Chapter in book/report/conference proceedingConference proceedingpeer-review

    25 Citations (Scopus)


    This study evaluates the current status of electronic word-of-mouth (eWOM) research through an exhaustive literature review of relevant articles. We have identified a total of 83 eWOM research articles published from 2001 through 2010. Published research into eWOM first appeared in peerreviewed journals about ten years ago, and research has been steadily increasing. Among research topic area, the impact of eWOM communication was the most researched topic in the last decade. We also found that individual and message were the two mostly used unit of analysis in eWOM studies. Survey, secondary data analysis, and mathematical modeling were the three main streams of research method. Finally, we found diverse theoretical approaches in understanding eWOM communication. We conclude this paper by identifying important trends in the eWOM literature to provide future research directions.

    Original languageEnglish
    Title of host publicationPACIS 2010 Proceedings
    PublisherAssociation for Information Systems
    Number of pages8
    Publication statusPublished - 9 Jul 2010
    Event14th Pacific Asia Conference on Information Systems, PACIS 2010 - Taipei, Taiwan, Province of China
    Duration: 9 Jul 201012 Jul 2010

    Publication series

    NamePacific Asia Conference on Information Systems


    Conference14th Pacific Asia Conference on Information Systems, PACIS 2010
    Country/TerritoryTaiwan, Province of China
    Internet address

    Scopus Subject Areas

    • Information Systems

    User-Defined Keywords

    • E-Marketing
    • Electronic word of mouth (eWOM)
    • Literature analysis
    • Online consumer review


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