The Pervasive Influence of Electronic Word of Mouth (eWOM) on Today’s Social Consumer

Francisco Rejón-Guardia and Francisco J. Martínez-López ()
Additional contact information
Francisco J. Martínez-López: University of Granada; and Open University of Catalonia

A chapter in Handbook of Strategic e-Business Management, 2014, pp 821-839 from Springer

Abstract: Abstract Social networking sites (SNSs) are a booming worldwide phenomenon with enormous business potential for companies to communicate with their target-audience consumers and spread their brand-related messages. One of the notable distinguishing characteristics of SNSs, when compared to previous Web 1.0-based communication tools, is the active role that consumers play in the communication process with companies and, even more importantly, with other consumers. SNSs provide a setting where commentaries, analyses and recommendations about brands, products and services are communicated. EWOM is a unique and powerful consequence of SNSs. In this chapter, we perform a conceptual analysis of eWOM, of the motivations for engaging in it and of its effects on consumers’ behavior, paying special attention to the type of eWOM that takes place in SNSs. Finally, some relevant managerial implications and research opportunities are discussed.

Keywords: WOM; eWOM; Motivations; Effects in consumers’ behavior; Social networks (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:prochp:978-3-642-39747-9_34

Ordering information: This item can be ordered from
http://www.springer.com/9783642397479

DOI: 10.1007/978-3-642-39747-9_34

Access Statistics for this chapter

More chapters in Progress in IS from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().