Factors Influencing the Adoption of Electronic Word of Mouth
Factors Influencing the Adoption of Electronic Word of Mouth

Summary/Abstract: Web-based technologies have been in a continuous state of growth, especially in the last decade, which also brought better and higher Internet speed. This has led to an increased number of opportunities for people to get involved in electronic word of mouth (e-WOM) communication. E-WOM is a new means of information sharing, allowing users to be inter-connected constantly, regardless of their time zone. Because of this unique quality, e-WOM has been identified as one of the key factors affecting online sales. However, there is little known about this phenomenon. Even if the literature has approached this topic from various angles, there is still a lot of uncertainty surrounding electronic word of mouth. One of the key research questions is targeted at factors which influence people in actively engaging in creating or receiving e-WOM. With this in mind, this article provides a general overview of the key factors analyzed in the literature, which determine adoption of e-WOM by online consumers.

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