Cechy komunikatu w electronic Word of Mouth – przegląd literatury
The Message Characteristic in Electronic Word of Mouth: A Literature Review

Summary/Abstract: Electronic word-of-mouth (eWOM) communication is one of the currently developing areas of research. The scope of the published results relating to the issue is both broad and fragmentary (it concerns various approaches and aspects of eWOM communication). The article focuses on research on the characteristics of the message conveyed within the eWOM communication. For this purpose a systematic review of the eWOM literature, identifying the key characteristics of the message used in the research, wasc arried out. Among the characteristics, valence and argument quality are the most often used. However, there are great ambiguities in the conceptualization and operationalization of the second characteristic in particular.

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