What is WOM and eWOM?

Abstract. The rise and spread of the Internet has led to the emergence of a new form of word of mouth (WOM): electronic word of mouth (eWOM), considered one of the most influential informal media among consumers, businesses, and the population at large.

What is information adoption model?

D. Information Adoption Model. Information Adoption Model (IAM) is pointed out by Sussman et al. (2003) [4] and it can explain how individuals adopt information and thus change their intentions and behaviors within the computer-mediated communication platforms.

What is word of mouth PDF?

Word-of-Mouth, i.e. informal conversations and recommendations of people about products and services, has a powerful impact on customer decision-making.

What is a good example of eWOM?

An example of an ‘eWOM Advertising’ technique is when brands invite consumers to write product reviews (whether positive or negative) to assist other consumers with buying decisions. The link to this photo or video may be broken, or the post may have been removed.

How does eWOM work?

eWOM can be generally defined as consumers’ information sharing and exchange about a product or company via the Internet, social media, and mobile communication. eWOM has been recognized to lead to high retransmission intentions because it is easy for consumers to generate conversations online.

What is eWOM marketing?

When buying products, consumers often look at information written by other consumers on the internet. In other words, they turn to electronic word of mouth (eWOM). Marketers can take steps to generate, support, and amplify eWOM and so influence consumers’ decision-making process.

How do I get more eWOM?

This can simply be on your company’s Facebook Page, or a star rating added to your product on your ecommerce website. Giving people the opportunity to tell others about their experiences will in turn generate more eWOM and some possibly good UGC in the form of testimonials. 6.

Why eWOM is important?

According to Ku [7], eWOM is known as a powerful communication media and tool for helping with marketing activities and collecting information about customers and their purchasing experience. Through eWOM, the customer can describe all the positive or negative experiences related to a product or service.