What is Electronic Word of Mouth (eWOM)?
eWOM is the digital form of traditional word-of-mouth marketing where consumers share opinions about brands through online channels. Unlike traditional word-of-mouth, eWOM has a much wider reach and can spread rapidly across digital networks.
Today, eWOM is one of the most influential factors in consumer decision-making. eWOM is relevant throughout the customer journey but is especially critical during the research and decision-making phases before purchase. Studies show that most consumers consult online reviews before purchasing, thus eWOM can significantly impact a brand’s reputation and sales.
Both consumers and businesses benefit from eWOM. Consumers gain access to authentic feedback and experiences from other users, helping them make informed decisions. Businesses benefit by leveraging positive eWOM to build trust, enhance brand visibility, and drive sales. Marketers use eWOM strategically to engage customers, encourage reviews, and manage online reputation.
eWOM works by consumers generating and sharing content that other consumers read and trust. Social media and digital platforms amplify these messages, allowing them to spread quickly and reach large audiences. Various digital platforms for eWOM are;
- Social media networks (Facebook, Instagram)
- Review sites (Yelp, TripAdvisor)
- E-commerce sites (Amazon, eBay)
- Forums (Reddit, Quora)
- Video platforms (YouTube, Twitch)
- Blogs.
These channels enable consumers to share and access opinions globally in real-time.
Trust and normative influence are key drivers for consumer engagement in eWOM. Businesses can foster positive eWOM by delivering excellent products and customer service, encouraging feedback, and actively engaging with their online communities.
References:
- https://www.sciencedirect.com/topics/social-sciences/electronic-word-of-mouth
- https://uberall.com/en-us/resources/blog/what-is-ewom-and-why-does-it-matter-for-marketers
- https://nimbuspost.com/blog/ewom-electronic-word-of-mouth-meaning-types-example-theory/
- https://www.oxfordbibliographies.com/display/document/obo-9780199756841/obo-9780199756841-0267.xml