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Electronic word of mouth 2.0 (eWOM 2.0) – The evolution of eWOM research in the new age

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  • Liu, Hongfei
  • Jayawardhena, Chanaka
  • Shukla, Paurav
  • Osburg, Victoria-Sophie
  • Yoganathan, Vignesh

Abstract

Electronic word of mouth (eWOM) has evolved dramatically in the past 20 years, and is substantially shaping modern consumer behaviors and altering marketing management dynamics across both consumer and industry markets. We call this evolution “eWOM 2.0”, as captured in this Special Issue. Ten research articles advance our understanding in how eWOM drives the continued development of digital communication across B2B and B2C sectors. This Special Issue further contributes to understanding the constantly evolving landscape of eWOM research and practice, and points to the future directions for eWOM investigation and usage. In this editorial, we first outline the reasoning behind this special issue, followed by the summary of the articles, and the reflections on eWOM 2.0. We conclude by outlining future research opportunities that will propel the field further forward.

Suggested Citation

  • Liu, Hongfei & Jayawardhena, Chanaka & Shukla, Paurav & Osburg, Victoria-Sophie & Yoganathan, Vignesh, 2024. "Electronic word of mouth 2.0 (eWOM 2.0) – The evolution of eWOM research in the new age," Journal of Business Research, Elsevier, vol. 176(C).
    • Handle: RePEc:eee:jbrese:v:176:y:2024:i:c:s0148296324000912
    DOI: 10.1016/j.jbusres.2024.114587
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    References listed on IDEAS

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    3. Chen, Ruolan & Yuan, Ruizhi & Huang, Bo & Liu, Martin J., 2023. "Feeling warm or skeptical? An investigation into the effects of incentivized eWOM programs on customers’ eWOM sharing intentions," Journal of Business Research, Elsevier, vol. 167(C).
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    18. Victoria-Sophie Osburg & Vignesh Yoganathan & Boris Bartikowski & Hongfei Liu & Micha Strack, 2020. "Effects of Ethical Certification and Ethical eWoM on Talent Attraction," Journal of Business Ethics, Springer, vol. 164(3), pages 535-548, July.
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    1. Wang, Zhihao & Li, Wei & Wang, Mengxin, 2024. "Exploring the social diffusion effects of green consumption: Evidence from green innovative products," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).

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