The Effectiveness of Electronic Word of Mouth on Consumers’ Perceptions of Adopting Products/Services - A Literature Review

Ali Reza Montazemi, Hamed Qahri Saremi

Abstract

The objective of this paper is to identify factors that influence the effectiveness of electronic word of mouth (eWOM) message on the consumers’ perception of adopting products/services offered through self-service technology and brick-and-mortar channels. We draw on “social communication framework” and “Grounded Theory Literature Review Method” to systematically review the factors investigated in the extant eWOM literature to synthesize the effectiveness of eWOM message on consumers' perception of adopting products/services. This enabled us to identify several gaps in the body of knowledge in the eWOM literature that provide direction for future research to ameliorate the gaps.

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Paper Citation


in Harvard Style

Montazemi A. and Qahri Saremi H. (2014). The Effectiveness of Electronic Word of Mouth on Consumers’ Perceptions of Adopting Products/Services - A Literature Review . In Proceedings of the 10th International Conference on Web Information Systems and Technologies - Volume 1: WEBIST, ISBN 978-989-758-023-9, pages 324-331. DOI: 10.5220/0004850603240331


in Bibtex Style

@conference{webist14,
author={Ali Reza Montazemi and Hamed Qahri Saremi},
title={The Effectiveness of Electronic Word of Mouth on Consumers’ Perceptions of Adopting Products/Services - A Literature Review},
booktitle={Proceedings of the 10th International Conference on Web Information Systems and Technologies - Volume 1: WEBIST,},
year={2014},
pages={324-331},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0004850603240331},
isbn={978-989-758-023-9},
}


in EndNote Style

TY - CONF
JO - Proceedings of the 10th International Conference on Web Information Systems and Technologies - Volume 1: WEBIST,
TI - The Effectiveness of Electronic Word of Mouth on Consumers’ Perceptions of Adopting Products/Services - A Literature Review
SN - 978-989-758-023-9
AU - Montazemi A.
AU - Qahri Saremi H.
PY - 2014
SP - 324
EP - 331
DO - 10.5220/0004850603240331