Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

E-WOM: The New Consumer Megaphone – Underlying Reasons and Related Factors

E-WOM: The New Consumer Megaphone – Underlying Reasons and Related Factors
View Sample PDF
Author(s): Esra Güven (Manisa Celal Bayar University, Turkey) and Özlem Işık (Manisa Celal Bayar University, Turkey)
Copyright: 2019
Pages: 17
Source title: Leveraging Computer-Mediated Marketing Environments
Source Author(s)/Editor(s): Gordon Bowen (Regent's University London, UK) and Wilson Ozuem (University of Cumbria, UK)
DOI: 10.4018/978-1-5225-7344-9.ch015


View E-WOM: The New Consumer Megaphone – Underlying Reasons and Related Factors on the publisher's website for pricing and purchasing information.


Together with the internet, social networking sites provide the consumers and the companies with a new marketing channel. In these online platforms, people make groups and come together for specific purposes. This new vivid and productive environment attracts the consumers seeking for product information and the companies trying to be in close contact with the customers. So the traditional WOM (word of mouth) has gained a new momentum and transformed into a new form in this online environment, called e-WOM (electronic word of mouth). Setting out from this recent fact, the chapter aims to give a general review of word of mouth communication starting with the traditional word of mouth and then elaborating e-WOM. It tries to tell about what e-WOM is and how it functions in online environments. As well as the definitions and the explanations of e-WOM, the chapter also aims to give the underlying reasons and the related factors during the process of e-WOM communication, thus putting a general framework for the companies and brands about this new marketing communication.

Related Content

Michelle Willis. © 2019. 21 pages.
Kamna Sahni, Kenneth Appiah. © 2019. 21 pages.
Guida Helal, Wilson Ozuem. © 2019. 40 pages.
Ali Usman, Sebastian Okafor. © 2019. 21 pages.
Md Nazmul Islam, Vivek Chitran. © 2019. 20 pages.
Charanya Nopnukulvised, Laden Husamaldin, Gordon Bowen. © 2019. 18 pages.
Guida Helal. © 2019. 30 pages.
Body Bottom