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

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


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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands