Investigating the Influence of E-Word-of-Mouth on E-Reputation

Sylvaine Castellano and Vincent Dutot

International Studies of Management & Organization, 2017, vol. 47, issue 1, 42-60

Abstract: In real life, the recommendation of peers has the strongest influence on our decisions. Word-Of-Mouth (WOM) has become a major component of communication strategies and also influences reputation. But does WOM have an equally strong influence online? The current study aims to fill the gap in the literature regarding the influencing factors of e-reputation by studying the impact of e-WOM on e-reputation. Using a quantitative approach based on 251 French consumers, the results show that e-WOM influences e-reputation. More precisely, the study reveals that tie strength, valence, degree of influence, trust message quality, and source credibility have a positive impact on e-reputation. Homophily and content quality do not influence e-reputation.

Date: 2017
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DOI: 10.1080/00208825.2017.1241088

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