Electronic word of mouth: how much do we know?
Electronic word of mouth: how much do we know?

Summary/Abstract: Since the development of Web 2.0 (or social media) sites such as Facebok, Twiter, Bloger, and various forums and communites, online users from al over the world have ben exposed to a completely new means of information sharing: electronic word of mouth (e-WOM). Due to the fact hat it is a recent research phenomenon, its definiton is dificult o be phrased and similar to traditonal word-of-mouth, the theoretical framework of e-WOM is not very clear. This complex concept is linked to viral marketing, user generated content, stealth marketing, opinion sharing, decision making and other aspects. Considering the multiple areas that e- WOM has an influence on, this article presents an overview of what has ben researched with respect o this subject. Using the findings of this paper, it may be posible to set up the base of a conceptual model to measure electronic word of mouth.

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