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

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

Journal of Business Research, 2024, vol. 176, issue C

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.

Keywords: Electronic word of mouth (eWOM/e-WOM); Electronic word of mouth 2.0 (eWOM 2.0); Word of mouth (WOM); Business ethics; Business-to-business (B2B) (search for similar items in EconPapers)
Date: 2024
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:176:y:2024:i:c:s0148296324000912

DOI: 10.1016/j.jbusres.2024.114587

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