Electronic Word of Mouth Communication

Business and Marketing

Word of Mouth (WoM) and electronic World of Mouth (eWoM) are similar in their motives but diverse in their reach and impact. Whereas WoM is a traditional way of storytelling between person to person, on the other hand eWoM does the same but on digital platform such as web sites, social networks, instant messages, news feeds etc. The cost involved in story telling via traditional way could be huge and audience very limited, on the other hand the electronic form of this could be very cost effective and could have wide reach across the globe. In business world, it is a well-known and established fact that customer satisfaction, trust and brand commitment could play an important role in driving WoM and thus can have far reaching consequences on a prospective customer’s attitude and behaviour towards a company's product or services.This paper summarizes some theoretical-conceptual and methodological critical aspects identified by various scholars who analysed and applied in different studies. The analysis allows to identify interesting points for future research on the topic of factors affecting eWoM communication.

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