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Persuasiveness of eWOM communications: Literature review and suggestions for future research
Ismagilova, Elvira Slade, E. Williams, M.
Ismagilova, Elvira
Slade, E.
Williams, M.
Publication Date
2016
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(c) 2016 IFIP International Federation for Information Processing. Full-text reproduced in accordance with the publisher's self-archiving policy. The final publication is available at link.springer.com.
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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.
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Accepted manuscript
Citation
Ismagilova E, Slade E and Williams M (2016) Persuasiveness of eWOM Communications: Literature Review and Suggestions for Future Research. In: Dwivedi Y, Mäntymäki M, Ravishankar MN et al (Eds) 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, Swansea, UK, September 13–15, 2016, Proceedings. Cham, Switzerland: Springer: 354-359.
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Conference paper