Persuasiveness of eWOM communications: Literature review and suggestions for future research

Elvira Ismagilova*, Emma Slade, Michael D Williams

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference Contribution (Conference Proceeding)

5 Citations (Scopus)

Abstract

Electronic word-of-mouth (eWOM) plays an important part in consumer purchase decision. The way consumers perceive the persuasiveness of eWOM message can affect their attitude, and purchase intention, and hence sales. Thus, the topic of persuasiveness of eWOM communications has received much attention from scholars. The objective of this paper is to provide a brief review of the existing literature related to the effectiveness of eWOM communications and offer an overview of the determinants of eWOM persuasiveness. This paper contributes to the existing eWOM literature by reviewing the existing studies on eWOM communications, identifying gaps in the current research and providing directions for future research.

Original languageEnglish
Title of host publicationSocial Media: The Good, the Bad, and the Ugly - 15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016, Proceedings
PublisherSpringer-Verlag Berlin
Pages354-359
Number of pages6
Volume9844
ISBN (Print)9783319452333
DOIs
Publication statusPublished - 2016
Event15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016 - Swansea, United Kingdom
Duration: 13 Sep 201615 Sep 2016

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume9844
ISSN (Print)03029743
ISSN (Electronic)16113349

Conference

Conference15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016
CountryUnited Kingdom
CitySwansea
Period13/09/1615/09/16

Keywords

  • Electronic word-of-mouth
  • EWOM
  • Literature review
  • Persuasiveness
  • Research gaps

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    Ismagilova, E., Slade, E., & Williams, M. D. (2016). Persuasiveness of eWOM communications: Literature review and suggestions for future research. In Social Media: The Good, the Bad, and the Ugly - 15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016, Proceedings (Vol. 9844, pp. 354-359). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 9844). Springer-Verlag Berlin. https://doi.org/10.1007/978-3-319-45234-0_32