The Effectiveness of Electronic Word-of-Mouth Communication: A Literature Analysis

Electronic word-of-mouth (eWOM) communication has been one of the most exciting research areas of inquiry. There is an emerging attention on the effectiveness of eWOM communication. The scope of published studies on the impact of eWOM communication is rather broad and the studies appear relatively fragmented and inconclusive. In this study, we focused on the individual-level eWOM research. We conducted a systematic review of eWOM research and identified key factors that are specific to the context of eWOM communication. We believe that this literature analysis not only provides us with an overview of the current status of knowledge within the domain of eWOM communication, but also serves as a salient guideline for future research directions