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

  • Francisco Rejón-Guardia
  • Francisco J. Martínez-López
Part of the Progress in IS book series (PROIS)


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.


WOM eWOM Motivations Effects in consumers’ behavior Social networks 



The authors would like to thank the Research Project ECO2012-31712 under Subprogram for Non-Oriented Fundamental Research Projects, Ministry of Economy and Competitiveness, Spain for their financial support.


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Copyright information

© Springer-Verlag Berlin Heidelberg 2014

Authors and Affiliations

  • Francisco Rejón-Guardia
    • 1
  • Francisco J. Martínez-López
    • 2
  1. 1.University of GranadaGranadaSpain
  2. 2.University of Granada; and Open University of CataloniaCataloniaSpain

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