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Engaging in eWOM

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Electronic Word of Mouth (eWOM) in the Marketing Context

Part of the book series: SpringerBriefs in Business ((BRIEFSBUSINESS))

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Abstract

A great number of studies (Abrantes et al. 2013; Cheung and Lee 2012; Gheorghe and Liao 2012; Mardhiyah et al. 2013; Musallam and Magalhães 2012; Wang et al. 2013) address the question of why consumers engage in eWOM. By identifying underlying motivations for people to engage in eWOM, researchers are able to understand, and influence, individual online information assimilation which can affect consumer purchase decisions, customer loyalty, and consumer commitment to the community. The objective of this chapter is to provide a review of the existing literature on antecedents and motivations to engage in eWOM communications from the perspective of senders of eWOM (people who give eWOM) and receivers of eWOM (people who seek eWOM). Knowing these motivations to engage in eWOM can help marketers to encourage people to post more and as a result have an impact on sales.

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Authors and Affiliations

  1. Emerging Markets Research Centre (EMaRC), School of Management, Swansea University, Swansea, Wales, UK

    Elvira Ismagilova & Yogesh K. Dwivedi

  2. School of Management, Swansea University, Swansea, Wales, UK

    Emma Slade & Michael D. Williams

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  1. Elvira Ismagilova
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  2. Yogesh K. Dwivedi
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Ismagilova, E., Dwivedi, Y.K., Slade, E., Williams, M.D. (2017). Engaging in eWOM. In: Electronic Word of Mouth (eWOM) in the Marketing Context. SpringerBriefs in Business. Springer, Cham. https://doi.org/10.1007/978-3-319-52459-7_4

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