Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation

Ana Babić Rosario (), Kristine Valck () and Francesca Sotgiu
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Ana Babić Rosario: University of Denver
Kristine Valck: HEC Paris

Journal of the Academy of Marketing Science, 2020, vol. 48, issue 3, No 5, 422-448

Abstract: Abstract Electronic word of mouth (eWOM) is a prevalent consumer practice that has undeniable effects on the company bottom line, yet it remains an over-labeled and under-theorized concept. Thus, marketers could benefit from a practical, science-based roadmap to maximize its business value. Building on the consumer motivation–opportunity–ability framework, this study conceptualizes three distinct stages in the eWOM process: eWOM creation, eWOM exposure, and eWOM evaluation. For each stage, we adopt a dual lens—from the perspective of the consumer (who sends and receives eWOM) and that of the marketer (who amplifies and manages eWOM for business results)—to synthesize key research insights and propose a research agenda based on a multi-disciplinary systematic review of 1050 academic publications on eWOM published between 1996 and 2019. We conclude with a discussion of the future of eWOM research and practice.

Keywords: Electronic word of mouth (eWOM); Motivation; Opportunity; Ability (MOA) framework; eWOM process; eWOM creation; eWOM exposure; eWOM evaluation; Systematic review; Research agenda (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (52)

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DOI: 10.1007/s11747-019-00706-1

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