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 contributionpeer-review

18 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
Number of pages8
Publication statusPublished - Jul 2010
Event14th Pacific Asia Conference on Information Systems, PACIS 2010 - Taipei, Taiwan, Taipei, Taiwan, Province of China
Duration: 9 Jul 201012 Jul 2010


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

Scopus Subject Areas

  • Information Systems

User-Defined Keywords

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


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