Bittersweet! Understanding and Managing Electronic Word of Mouth

  title={Bittersweet! Understanding and Managing Electronic Word of Mouth},
  author={Jan H. Kietzmann and Ana Isabel Canhoto},
For ‘viral marketing’, it is critical to understand what motivates consumers to share their consumption experiences through ‘electronic word of mouth’ (eWoM) across various social media platforms. This conceptual paper discusses eWoM as a coping response dependent on positive, neutral, or negative experiences made by potential, actual, or former consumers of products, services, and brands. We combine existing lenses and propose an integrative model for unpacking eWoM to examine how different… Expand
When Word-of-Mouth Goes Online: Evaluating the Characteristics and Effects of eWOM Communication
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Electronic word of mouth (eWOM)
This study explores whether and how different online platforms to which electronic word of mouth (eWOM) communication is posted influence consumers’ judgements of reviewed products. Additionally,Expand
Social ties and online word of mouth
The study finds that students seeking information on which professor to take weight the information they obtain from eWOM forums to be equally influential in their decision as their own primary experience with the professor. Expand
Customer service 140 characters at a time: The users' perspective
Abstract Electronic word of mouth (eWoM) has been adopted by Internet users as a way of communicating their consumption preferences and experiences. Consumers are able to reach out to others, unknownExpand
Electronic Word-of-Mouth: Motives for and Consequences of Reading Customer Articulations on the Internet
It is illustrated that consumers read on-line articulations mainly to save decision-making time and make better buying decisions, and structural equation modeling shows that their motives for retrieving on-lines articulations strongly influence their behavior. Expand
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Marketing practitioners and theorists routinely cite the power of the personal referral on customer behaviour. However, relatively few companies have tried to harness the power of word of mouthExpand
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Through Web-based consumer opinion platforms (e.g.,, the Internet enables customers to share their opinions on, and experiences with, goods and services with a multitude of otherExpand
The Influence of eWOM on Virtual Consumer Communities: Social Capital, Consumer Learning, and Behavioral Outcomes
ABSTRACT Word of mouth (WOM) is a highly credible form of marketing information. However, because it is difficult to study WOM in the face-to-face context, researchers have limited understanding ofExpand
The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms
This paper discusses some important dimensions in which Internet-based feedback mechanisms differ from traditional word-of-mouth networks and surveys the most important issues related to their design, evaluation, and use. Expand
Online Social Interactions: A Natural Experiment on Word of Mouth versus Observational Learning
Consumers’ purchase decisions can be influenced by others’ opinions, or word of mouth (WOM), and/or others’ actions, or observational learning (OL). Although information technologies are creatingExpand
'Arrivederci, Buongiorno' - Electronic word-of-mouth (eWOM), antecedences and consequences
New insights are offered on the motives and antecedents of the reading behaviour of consumer reviews in online opinion platforms and the relevance of the online reading motives and their influence on consumer buying and communication behaviour are offered. Expand