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

Kalliopi Chatzipanagiotou, Jaylan Azer and Chatura Ranaweera

Journal of Business Research, 2023, vol. 164, issue C

Abstract: 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.

Keywords: Business-to-business (B2B); Electronic word-of-mouth (e-WOM); Business networks; Stakeholders (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:164:y:2023:i:c:s0148296323003156

DOI: 10.1016/j.jbusres.2023.113957

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