Persuasiveness of eWOM communications: Literature review and suggestions for future research

Description

Yes / Electronic word-of-mouth (eWOM) plays an important part in consumer purchase decision. The way consumers perceive the persuasiveness of eWOM message can affect their attitude, and purchase intention, and hence sales. Thus, the topic of persuasiveness of eWOM communications has received much attention from scholars. The objective of this paper is to provide a brief review of the existing literature related to the effectiveness of eWOM communications and offer an overview of the determinants of eWOM persuasiveness. This paper contributes to the existing eWOM literature by reviewing the existing studies on eWOM communications, identifying gaps in the current research and providing directions for future research.

Links & Downloads

1. Ismagilova E, Slade E and Williams M (2016) Persuasiveness of eWOM Communications: Literature Review and Suggestions for Future Research. In: Dwivedi Y, Mäntymäki M, Ravishankar MN et al (Eds) Social Media: The Good, the Bad, and the Ugly. 15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016, Swansea, UK, September 13–15, 2016, Proceedings. Cham, Switzerland: Springer: 354-359.
2. http://hdl.handle.net/10454/14263
3. https://doi.org/10.1007/978-3-319-45234-0_32

Tags

Electronic word-of-mouth

eWOM

Persuasiveness

Literature review

Research gaps

Additional Fields

Identifer	oai:union.ndltd.org:BRADFORD/oai:bradscholars.brad.ac.uk:10454/14263
Date	January 2016
Creators	Ismagilova, Elvira, Slade, E., Williams, M.
Source Sets	Bradford Scholars
Language	English
Detected Language	English
Type	Conference paper, Accepted manuscript
Rights	(c) 2016 IFIP International Federation for Information Processing. Full-text reproduced in accordance with the publisher's self-archiving policy. The final publication is available at link.springer.com.