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Electronic Word Of Mouth: How Much Do We Know?

Author

Listed:
  • Mihaela ABĂLĂESEI

    (University “Alexandru Ioan Cuza” Iaşi)

Abstract

Since the development of Web 2.0 (or social media) sites such as Facebook, Twitter, Blogger, and various forums and communities, online users from all over the world have been exposed to a completely new means of information sharing: electronic word of mouth (e-WOM). Due to the fact that it is a recent research phenomenon, its definition is difficult to be phrased and similar to traditional word-of-mouth, the theoretical framework of e-WOM is not very clear. This complex concept is linked to viral marketing, user generated content, stealth marketing, opinion sharing, decision making and other aspects. Considering the multiple areas that e-WOM has an influence on, this article presents an overview of what has been researched with respect to this subject. Using the findings of this paper, it may be possible to set up the base of a conceptual model to measure electronic word of mouth.

Suggested Citation

  • Mihaela ABĂLĂESEI, 2014. "Electronic Word Of Mouth: How Much Do We Know?," Network Intelligence Studies, Romanian Foundation for Business Intelligence, Editorial Department, issue 4, pages 135-142, November.
    • Handle: RePEc:cmj:networ:y:2014:i:4:p:135-142
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    References listed on IDEAS

    as
    1. De Bruyn, Arnaud & Lilien, Gary L., 2008. "A multi-stage model of word-of-mouth influence through viral marketing," International Journal of Research in Marketing, Elsevier, vol. 25(3), pages 151-163.
    2. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    3. Wang, Xia & Yu, Chunling & Wei, Yujie, 2012. "Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework," Journal of Interactive Marketing, Elsevier, vol. 26(4), pages 198-208.
    4. Kristine de Valck & Roberts V. Kozinets & Andrea C. Wojnicki & Sarah J.S. Wilner, 2010. "Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities," Post-Print hal-00458424, HAL.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Electronic word of mouth (e-WOM; eWOM); Traditional word of mouth (WOM); Social media; Buying decision making; Online networking;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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