Exploring the Definition of WOM, Word of Mouth Communication Media, and Influencer Marketing

Arum Wahyuni Purbohastuti (), Ratih Hurriyati, Bambang Widjajanta and Vanessa Gaffar
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Arum Wahyuni Purbohastuti: Universitas Pendidikan Indonesia, Faculty of Economic and Business Education
Ratih Hurriyati: Universitas Pendidikan Indonesia, Faculty of Economic and Business Education
Bambang Widjajanta: Universitas Pendidikan Indonesia, Faculty of Economic and Business Education
Vanessa Gaffar: Universitas Pendidikan Indonesia, Faculty of Economic and Business Education

A chapter in Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), 2024, pp 781-787 from Springer

Abstract: Abstract The definition of word of mouth (WOM) has developed from time to time along with the development of information and technology advances, in which WOM is currently being carried out more using online media. In addition, influencer marketing is part of the spread of word of mouth to introduce various types of products to consumers. The purpose of this study was to determine the various variables used in influencer marketing and Word of Mouth (WOM) research, the definition of WOM and e-WOM, and the media used by WOM. The method used in this study was a literature review on the Scopus, EBSCO, and ProQuest websites using advanced search. The analyzed documents were limited to the types of research articles from 2012 to 2022, English-language articles in the field of social science, and open access. From the results of the literature review process, the articles collected from Scopus, EBSCO, and ProQuest were 1,049. After that, it was specified based on documents, social science, and open access with a total of 20 articles. The 20 articles were analyzed one by one and the articles that fit the limits to be analyzed were 11 articles. The 11 articles were analyzed based on the variables taken in the research; the definition of WOM and e-WOM, and the communication media used by influencers and companies to spread word of mouth.

Keywords: e-WOM; Influencer marketing; Literature review; Word of Mouth (WOM) (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-234-7_82

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