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Home | News | Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation
News | June 26, 2020

Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation

Article by Francesca Sotgiu (Vrije Universiteit Amsterdam) and co-authors Ana Babić Rosario (University of Denver, United States) and Kristine de Valck (HEC Paris, France) has been published in the Journal of the Academy of Marketing Science (May 2020). 

Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation
Abstract

Electronic word of mouth (eWOM) is a prevalent consumer practice that has undeniable effects on the company bottom line, yet it remains an over-labeled and under-theorized concept. Thus, marketers could benefit from a practical, science-based roadmap to maximize its business value. Building on the consumer motivation–opportunity–ability framework, this study conceptualizes three distinct stages in the eWOM process: eWOM creation, eWOM exposure, and eWOM evaluation. For each stage, we adopt a dual lens—from the perspective of the consumer (who sends and receives eWOM) and that of the marketer (who amplifies and manages eWOM for business results)—to synthesize key research insights and propose a research agenda based on a multi-disciplinary systematic review of 1050 academic publications on eWOM published between 1996 and 2019. We conclude with a discussion of the future of eWOM research and practice.

Article Citation:

Ana Babić Rosario, Kristine de Valck, and Francesca Sotgiu, “Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation”, Journal of the Academy of Marketing Science. Volume 48, Issue 3 (May 2020), 422–448.