eWOM: Extant Research Review and Future Research Avenues
eWOM: Extant Research Review and Future Research Avenues
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eWOM：现有研究回顾和未来研究途径
DOI：
10.1177/0256090916650952
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发表时间：
2016
期刊：
影响因子：
--
通讯作者：
Anubhav A. Mishra
中科院分区：
文献类型：
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作者：
Anubhav A. Mishra
口碑（WOM）传播被广泛认为是建立营销战略和传播的关键因素。互联网的发明和社交媒体的普及为传统口碑增加了新的电子层面，从而将其转化为电子口碑。现有的文献集中在各个方面的eWOM，如其对消费者的购买决策过程的影响，利用eWOM建立品牌实力和消费者忠诚度，信息扩散，并创造潜在消费者之间的嗡嗡声。本研究的目的是做一个系统的回顾，并满足两个目标：（1）总结现有的文献在网络口碑领域和（2）确定几个未来的研究领域。这篇文章的组织如下。它首先从文学中使用的三个关键词的定义和相互关系开始，这三个关键词是传统口碑（WOM），电子口碑（eWOM，也称为在线口碑[OWOM]）和病毒式营销。本文着重于理论基础和框架，形成了在文献中的电子口碑的基础。网络口碑在研究视角上借鉴了不同学科的基础。它突出了基于社会视角（社会学文献），信息视角（IS文献）和营销视角（营销文献的特定理论）的理论。本研究分析了消费者参与网络口碑创建和传播过程的动机因素，并总结了文献中关于消费者通过不同渠道传播网络口碑的研究结果。本研究探讨了网络口碑对于营销传播和营销策略的重要性和影响。它为从业者和营销人员提供了可操作的策略，建议他们如何利用eWOM来提高业绩，创造更多的销售额，并与消费者沟通？最后，本文分析了目前的研究现状，并提出了未来研究的方向。
Executive Summary Word-of-mouth (WOM) communication is widely accepted as a critical factor in building marketing strategies and communications. Invention of the Internet and proliferation of social media have added a new electronic dimension to traditional WOM, thereby converting it into electronicWOM (eWOM). The extant literature has focused on various aspects of eWOM such as its effect on consumer’s purchase decision process, utilization of eWOM to build brand strength and consumer loyalty, information diffusion, and creating buzz among potential consumers. The purpose of this study is to do a systematic review and meet the two objectives: (1) summarize the extant literature in eWOM domain and (2) identify a few areas for future research. This article has been organized as follows. It starts with the definition and interrelationship between three keywords used in literature, which are traditional word-of-mouth (WOM), electronic word-of-mouth (eWOM, also referred as online word-of-mouth [OWOM]), and viral marketing. The article focuses on theoretical foundations and frameworks which form the basis of eWOM in the literature. eWOM borrows its foundation from different disciplines based on the research perspective. It highlights theories based on social perspective (sociology literature), information perspective (IS literature), and marketing perspective (specific theories from marketing literature). It identifies the motivational factors for consumer involvement in eWOM creation and diffusion process and summarizes the findings of literature on what drives consumer to spread eWOM on various channels. It discusses the findings from literature review on importance and effects of eWOM for marketing communications and marketing strategies. It provides actionable strategies for practitioners and marketers to suggest how they can utilize eWOM to improve performance, generate more sales and to communicate with consumers? It also looks at how to deal with negative eWOM and how a firm should respond to it. Finally, it analyses the current status of research and suggests a few areas for future researchers.