Evolution, Rapid Growth &amp; Future of Research on Electronic Word of Mouth (eWOM): A Scientific Review

Das, Debabrata

doi:10.2139/ssrn.2287134

Cited by 3 publications

(2 citation statements)

References 24 publications

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“…Spokespersons or messengers are key to any successful communication campaign [ 34 ]. While word of mouth marketing has been an essential part of traditional marketing communication strategies, of electronic word of mouth (eWOM) is becoming increasingly valuable as well [ 35 ]. In addition, the influence of opinion leaders has been vital to the diffusion of innovations, with innovations encompassing ideas, practices or objects [ 36 ], which could include the idea of contributing to breast cancer research or receiving a mammogram.…”

Section: Discussionmentioning

confidence: 99%

Using Twitter for breast cancer prevention: an analysis of breast cancer awareness month

et al. 2013

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BackgroundOne in eight women will develop breast cancer in her lifetime. The best-known awareness event is breast cancer awareness month (BCAM). BCAM month outreach efforts have been associated with increased media coverage, screening mammography and online information searching. Traditional mass media coverage has been enhanced by social media. However, there is a dearth of literature about how social media is used during awareness-related events. The purpose of this research was to understand how Twitter is being used during BCAM.MethodsThis was a cross-sectional, descriptive study. We collected breast cancer- related tweets from 26 September - 12 November 2012, using Twitter’s application programming interface. We classified Twitter users into organizations, individuals, and celebrities; each tweet was classified as an original or a retweet, and inclusion of a mention, meaning a reference to another Twitter user with @username. Statistical methods included ANOVA and chi square. For content analysis, we used computational linguistics techniques, specifically the MALLET implementation of the unsupervised topic modeling algorithm Latent Dirichlet Allocation.ResultsThere were 1,351,823 tweets by 797,827 unique users. Tweets spiked dramatically the first few days then tapered off. There was an average of 1.69 tweets per user. The majority of users were individuals. Nearly all of the tweets were original. Organizations and celebrities posted more often than individuals. On average celebrities made far more impressions; they were also retweeted more often and their tweets were more likely to include mentions. Individuals were more likely to direct a tweet to a specific person. Organizations and celebrities emphasized fundraisers, early detection, and diagnoses while individuals tweeted about wearing pink.ConclusionsTweeting about breast cancer was a singular event. The majority of tweets did not promote any specific preventive behavior. Twitter is being used mostly as a one-way communication tool. To expand the reach of the message and maximize the potential for word-of-mouth marketing using Twitter, organizations need a strategic communications plan to ensure on-going social media conversations. Organizations may consider collaborating with individuals and celebrities in these conversations. Social media communication strategies that emphasize fundraising for breast cancer research seem particularly appropriate.

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Section: Discussionmentioning

confidence: 99%

Using Twitter for breast cancer prevention: an analysis of breast cancer awareness month

et al. 2013

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“…Electronic word of mouth (eWOM) plays an important role in social commerce as it enables consumers to share their experiences and connect with others who have similar interests (Levy, Gvili, & Hino, 2021). It is also known as "online recommendations" (Das, 2013) , online virility (Lee et al, 2019) , or "digital word of mouth" (DWOM) (Westby, 2020) eWOM is a form of marketing that relies on consumer feedback and online recommendations to promote products or services. This includes consumers sharing their experiences with others through forums, social media and online review websites.…”

Section: Introductionmentioning

confidence: 99%

Modeling the Nexus Between Perceived Value, Risk, Negative Marketing, and Consumer Trust with Consumers' Social Cross-Platform Buying Behaviour in India Using Smart-PLS

Singh,

Raghuwanshi,

Sharma

et al. 2023

J. of Law and Sust. Develop.

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Purpose: The purpose of the study is to highlight the need for research on the relationship between consumer value, risk, and trust in the context of social cross-platform perceptions, specifically in India. The study aims to provide insights into how these factors influence consumers' cross-platform buying behavior, ultimately contributing to a better understanding of online shopping dynamics and informing strategies for building trust and enhancing consumer experiences in the online shopping environment. Methodology: The research methodology involved conducting a survey among 320 online shoppers in India. The objective was to investigate the relationship between social cross-platform perceptions of consumer value, risk, and trust in the context of online shopping. The researchers developed a questionnaire to collect data on perceived value, risk propensity, trust, and cross-platform buying behavior. Partial least squares (PLS) path modeling were used to analyze the data, revealing significant effects of perceived value, risk propensity, and trust on consumers' cross-platform buying behavior. Finding: This research focuses on the rise of social cross-platform buying behaviour in India and examines the influence of perceived risk, perceived value, trust, and marked negative reporting on consumer behaviour. The study found that consumers' perceptions of perceived risk and perceived value significantly impact their likelihood of using social e-commerce platforms like Meesho. Perceived risk refers to the level of uncertainty or potential harm associated with a purchase, while perceived value refers to the benefits or worth a consumer perceives from a product or service. Marked negative reporting refers to negative reviews or news articles that can impact a consumer's trust in a platform. Managerial implication: The study's managerial implications highlight the importance of reducing perceived risk, increasing perceived value, and building trust to improve social e-commerce marketing strategies. Organizations should be cautious of negative reporting and its impact on consumer behavior. Researchers can gain insights into consumer behavior and the significance of trust and perceived risk in driving purchase decisions in the context of social e-commerce marketing. To encourage cross-platform purchases, companies should address negative reports from other platforms, establish trust with consumers, and find ways to minimize perceived risk associated with social media purchases. Value: A significant contribution to the body of knowledge is achieved through testing and subsequent confirmation of the effects of online purchasing in the study model. This research enhances our understanding of the factors influencing online purchasing in the context of social cross-platform interactions. By investigating the relationship between Risk, Trust and various constructs within the social cross-platform framework, this study provides valuable insights into the dynamics of consumer behavior in the digital era.

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eWOM Marketing Techniques for Competitive Advantage

Bhattacharya¹

2016

Advances in Marketing, Customer Relationship Management, and E-Services

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In today's dynamic marketing world, it is critical to understand the strategic importance of electronic word-of-mouth (eWOM). This chapter discusses the genesis of eWOM from word-of-mouth, difference between the two and what marketing literature says about eWOM's different aspects - both pros and cons. The chapter also tries to explain what motivates consumers to share their consumption experience through eWOM route with the help of literature review. The chapter also discusses present eWOM marketing techniques adopted and also the criticism of eWOM. Lastly, the author points out fields yet to be explored in eWOM research.

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Evolution, Rapid Growth & Future of Research on Electronic Word of Mouth (eWOM): A Scientific Review

Cited by 3 publications

References 24 publications

Using Twitter for breast cancer prevention: an analysis of breast cancer awareness month

Using Twitter for breast cancer prevention: an analysis of breast cancer awareness month

Modeling the Nexus Between Perceived Value, Risk, Negative Marketing, and Consumer Trust with Consumers' Social Cross-Platform Buying Behaviour in India Using Smart-PLS

eWOM Marketing Techniques for Competitive Advantage

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