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Conference Papers Year : 2016

Persuasiveness of eWOM Communications: Literature Review and Suggestions for Future Research

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Elvira Ismagilova
  • Function : Author
  • PersonId : 1027716
Emma Slade
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  • PersonId : 999583
Michael Williams
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  • PersonId : 999508

Abstract

Electronic word-of-mouth (eWOM) plays an important part in consumer purchase decision. The way consumers perceive the persuasiveness of eWOM message can affect their attitude, and purchase intention, and hence sales. Thus, the topic of persuasiveness of eWOM communications has received much attention from scholars. The objective of this paper is to provide a brief review of the existing literature related to the effectiveness of eWOM communications and offer an overview of the determinants of eWOM persuasiveness. This paper contributes to the existing eWOM literature by reviewing the existing studies on eWOM communications, identifying gaps in the current research and providing directions for future research.
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Dates and versions

hal-01702180 , version 1 (06-02-2018)

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Attribution - CC BY 4.0

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Elvira Ismagilova, Emma Slade, Michael Williams. Persuasiveness of eWOM Communications: Literature Review and Suggestions for Future Research. 15th Conference on e-Business, e-Services and e-Society (I3E), Sep 2016, Swansea, United Kingdom. pp.354-359, ⟨10.1007/978-3-319-45234-0_32⟩. ⟨hal-01702180⟩
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