Refine
Year of publication
- 2017 (1)
Document Type
Language
- English (1)
Has full text
- yes (1)
Is part of the Bibliography
- yes (1)
Institute
- ESB Business School (1) (remove)
Publisher
Electronic word-of-mouth (eWoM) communication plays an increasingly important role in modern business. The underlying concept of word-of-mouth (WoM) communication is well researched and has proved highly significant in respect of its impact on customers purchase behavior. However, due to the advent of digital technologies, decision-making among customers is progressively shifting to the online world. Consequently, eWoM has received a lot of attention from the academic community. As multiple research papers focus on specific facets of eWoM, there is a need to integrate current research results systematically. Thus, this paper presents a scientific literature analysis in order to determine the current state-of-the-art in the field of eWoM. Five main research areas were analyzed, supporting the need for further eWoM studies and providing a structured overview of existing results.