E-WOM in the B2B context: Conceptual domain, forms, and implications for research

Despite a vast increase in electronic word-of-mouth (e-WOM) research over the past two decades, insights into e-WOM in the Business-to-Business (B2B) context have been limited, resulting in an incomplete understanding of its meaning and the market implications. The existing conceptualizations of e-WOM are deeply entrenched in the characteristics of a particular context—Business-to-Customers (B2C)— and, consequently, focus exclusively on end customers. The diversity of B2B stakeholders and the complexity of their relationships in the online communicative space demand a clearer understanding of the e-WOM concept in this specific context. This paper synthesizes the key studies in this area and proposes an organizing framework for online B2B communicative networks based on a stakeholder approach. It differentiates between seven forms of e-WOM, illustrating its complexity in B2B contexts and allowing a fine-grained understanding of the phenomenon. Informed by the literature reviewed, this paper offers a more nuanced conceptualization of e-WOM, emphasizing its ability to cover a range of contexts. It enables firms to fully understand the concept and manage their relationships with different e-WOM actors/stakeholders in the online environment. A future research agenda is provided for the field, allowing researchers to direct and craft B2B e-WOM theory and practice.