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Handbook of Strategic e-Business Management

Part of the series Progress in IS pp 821-839

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

  • Francisco Rejón-GuardiaAffiliated withUniversity of Granada Email author 
  • , Francisco J. Martínez-LópezAffiliated withUniversity of Granada; and Open University of Catalonia

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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