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Conclusion

In: Electronic Word of Mouth (eWOM) in the Marketing Context

Author

Listed:
  • Elvira Ismagilova

    (Swansea University)

  • Yogesh K. Dwivedi

    (Swansea University)

  • Emma Slade

    (Swansea University)

  • Michael D. Williams

    (Swansea University)

Abstract

This book was written to provide a comprehensive overview on the subject of eWOM communications from a marketing perspective. eWOM communications have developed from traditional WOM communications. Even though eWOM is mostly anonymous and happens between people with weak ties, in comparison with traditional WOM, it is more powerful because it has a significant reach and it is publicly available. The key areas of the literature were examined, including motivations to engage in eWOM, its persuasiveness, its impact, and how to manage it. Most of the studies examined these areas separately; however, it is necessary to take into account all eWOM communication facets in order to use them successfully in business. For example, persuasiveness of eWOM communications depends on consumer motivations to use them, which in turn influences information adoption, affecting purchase intention, and hence sales.

Suggested Citation

  • Elvira Ismagilova & Yogesh K. Dwivedi & Emma Slade & Michael D. Williams, 2017. "Conclusion," SpringerBriefs in Business, in: Electronic Word of Mouth (eWOM) in the Marketing Context, chapter 0, pages 109-110, Springer.
    • Handle: RePEc:spr:spbrcp:978-3-319-52459-7_8
    DOI: 10.1007/978-3-319-52459-7_8
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