Electronic word of mouth (eWOM) - how eWOM platforms influence consumer product judgement

Mira Lee & Seounmi Youn

This study explores whether and how different online platforms to which electronic word of mouth (eWOM) communication is posted influence consumers’ judgements of reviewed products.

Electronic word of mouth (eWOM): How eWOM platforms influence consumer product judgement

Mira LeeMichigan State University

Seounmi YounEmerson College

INTRODUCTION

Word of mouth (WOM) – interpersonal communication about products and services between consumers – is one of the most influential sources of marketplace information for consumers (Arndt 1967; Alreck & Settle 1995). It is so influential because consumers generally trust peer consumers more than they trust advertisers or marketers (Blackshaw 2006; Sen & Lerman 2007). WOM is typically independent of marketers' selling intents and is thus considered to be more trustworthy and credible (Bone 1995; Bickart & Schindler...

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