Let us talk about something: the evolution of e-WOM from the past to the future

Akbari, Morteza ORCID logoORCID: https://orcid.org/0000-0001-5215-3349, Foroudi, Pantea ORCID logoORCID: https://orcid.org/0000-0003-4000-7023, Fashami, Rahime Zaman, Mahavarpour, Nasrin and Khodayari, Maryam (2022) Let us talk about something: the evolution of e-WOM from the past to the future. Journal of Business Research, 149 . pp. 663-689. ISSN 0148-2963 [Article] (doi:10.1016/j.jbusres.2022.05.061)

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Because e-WOM is one of the useful digital marketing elements for any organization, a better understanding of its process will help individuals take more advantage of this concept. e-WOM enables individuals to form relationships with firms, brands, and other customers, which leads to benefits for both consumers and companies. It plays a significant role in a firm’s performance. The present study implements a different approach to reviewing by combining two bibliometric methods, multidimensional scaling analysis (MDS) and hierarchical cluster analysis (HCA), via Bibexcel software to have a deeper investigation of the process. Considering the 468 journal papers on e-WOM allowed us to study the intellectual streams and significant perceptions underpinning e-WOM. By dividing the study timeframe into three periods, we realized that there have always been three main concepts in this field: consumer behavior, sales, and the tourism and hotel industry. Further, by proposing a framework, we have expanded these concepts accompanied by the role of artificial intelligence and robots in the process of e-WOM. Consequently, new concepts “r-WOM”, “automated user engagement”, and “smart selling” are introduced and demonstrated as a consequence of using technology-based tools in the process of e-WOM. Finally, the future scope of this field has been designed. We contribute to the literature by offering theoretical and managerial implications.

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 35070
Notes on copyright: © 2022. This manuscript version is made available under the CC-BY-NC-ND 4.0 license https://creativecommons.org/licenses/by-nc-nd/4.0/
Useful Links:
Depositing User: Pantea Foroudi
Date Deposited: 19 May 2022 14:01
Last Modified: 20 Aug 2022 21:45
URI: https://eprints.mdx.ac.uk/id/eprint/35070

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