Diversified impact of electronic word-of-mouth (eWOM) on consumer communities: a developing country perspective

T. M. Wanigapura (), T. P. S. R. Guruge (), I. V. Kuruppu () and P. C. Abeysiriwardana ()
Additional contact information
T. M. Wanigapura: Wayamba University of Sri Lanka
T. P. S. R. Guruge: Wayamba University of Sri Lanka
I. V. Kuruppu: Wayamba University of Sri Lanka
P. C. Abeysiriwardana: Sethsiripaya Stage I

DECISION: Official Journal of the Indian Institute of Management Calcutta, 2025, vol. 52, issue 1, No 4, 37-53

Abstract: Abstract The consumer online decision-making process is influenced by many factors, including electronic word-of-mouth (eWOM). Despite the development of digital marketing and social media, there remains a gap in the available literature regarding eWOM and its impact on consumer communities, particularly in developing country contexts. Only a few studies have been conducted on how eWOM influences purchasing intentions within the Sri Lankan community. Therefore, the objectives of this study were to assess the measures of eWOM and its impact on consumers, as well as the impact of sociodemographic characteristics on eWOM and consumer involvement in social networking. A conceptual framework for eWOM was developed on five measures and analyzed to evaluate consumer involvement in eWOM. Data were collected through an online survey, utilizing a structured questionnaire shared via email and social networks. The findings reveal that most Sri Lankans search for rates and reviews but rarely post their own, showing limited engagement in feedback loops. Sociodemographic characteristics significantly shape eWOM engagement, wherein unboxing videos are unpopular and expert and celebrity endorsements hold less influence. These insights suggest that effective internet marketing strategies for developing economies should account for sociodemographic variabilities and prioritize local reviews and micro-influencers over celebrity endorsements. The study’s frameworks contribute to future research by making avenues for multiple theories to link with the evolving digital landscape and cross-country comparisons. The study recommends that businesses use tailored eWOM strategies, such as micro-influencers and community-based reviews, and highlights policy directives to bridge the digital divide, thereby enabling broader eWOM participation.

Keywords: Consumer behavior; Electronic word-of-mouth; Online marketing; Social media (search for similar items in EconPapers)
JEL-codes: D71 M30 M31 M37 O33 (search for similar items in EconPapers)
Date: 2025
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s40622-025-00420-8 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:decisn:v:52:y:2025:i:1:d:10.1007_s40622-025-00420-8

Ordering information: This journal article can be ordered from
http://www.springer.com/journal/40622

DOI: 10.1007/s40622-025-00420-8

Access Statistics for this article

DECISION: Official Journal of the Indian Institute of Management Calcutta is currently edited by Rajesh Babu

More articles in DECISION: Official Journal of the Indian Institute of Management Calcutta from Springer, Indian Institute of Management Calcutta
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().