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Electronic word-of-mouth (eWOM) and customer brand engagement (CBE): Do they really go hand-in-hand?

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Abstract

Positive electronic word-of-mouth (eWOM) is critical for ensuring brand engagement. Customer brand engagement (CBE) leads to eWOM creating a conjointed phenomenon. This study conducts a bibliometric analysis by taking both these phenomena together. A meta-systematic review (systematic review of review papers) was also conducted, covering both domains to refine the findings. The findings highlight that though the literature on eWOM and CBE as separate topics has grown significantly in the last few decades, there are fewer insights into the integrative perspective of these two major marketing concepts. The online social networking phenomenon for generating eWOM and the human interface still dominates the technological touchpoint for creating brand engagement. The study provides publication trends, most influencer authors and popular institutions, and themes in the domain besides mapping the eWOM and CBE intellectual structure. The study also elaborates on the future scope of research for practitioners and scholars working in this domain.

Executive Summary

Previous research had examined the association between electronic word of mouth (eWOM)and customer brand engagement (CBE) in which some papers had highlighted that CBE leads to eWOM while other research papers had indicated that eWOM leads to CBE. In the context of interconnectedness of eWOM and CBE and the complexity of online social networks, there was little clarity as to which variable would be a predictor for the other. This study explicates this conjoined point of view of eWOM and CBE by adopting a two-step approach involving bibliometric analysis and a meta-systematic review (MSR) approach. In the first step, we perform a joint bibliometric analysis of eWOM and CBE (Study 1) to understand how these two constructs have been examined previously. In the second step, we conduct an MSR (Study 2) on eWOM and CBE to identify additional areas of future research. The primary purpose of MSR was to identify future research avenues based on the review of review perspectives of eWOM and CBE constructs. The study is unique from the perspective that as despite the interwovenness of e-WOM and CBE, there has been no comprehensive review of eWOM and CBE jointly. The research agenda provided in the study would provide a foundation for the next wave of eWOM and CBE research for scholars working in the two domains.

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  1. T A Pai Management Institute, Manipal Academy of Higher Education, Manipal, Badagabettu Road, Manipal, Karnataka, 576104, India

    Mukta Srivastava

  2. Institute of Management Technology, Ghaziabad, Raj Nagar, Ghaziabad, Uttar Pradesh, 201001, India

    S. Abhishek

  3. Marketing Area, Indian Institute of Management Mumbai, Vihar Lake, Mumbai, 400087, India

    Neeraj Pandey

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Srivastava, M., Abhishek, S. & Pandey, N. Electronic word-of-mouth (eWOM) and customer brand engagement (CBE): Do they really go hand-in-hand?. Electron Commer Res (2023). https://doi.org/10.1007/s10660-023-09743-z

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