Electronic word of mouth 2.0 (eWOM 2.0) – The evolution of eWOM research in the new age


Electronic word of mouth (eWOM) has evolved dramatically in the past 20 years, and is substantially shaping modern consumer behaviors and altering marketing management dynamics across both consumer and industry markets. We call this evolution “eWOM 2.0”, as captured in this Special Issue. Ten research articles advance our understanding in how eWOM drives the continued development of digital communication across B2B and B2C sectors. This Special Issue further contributes to understanding the constantly evolving landscape of eWOM research and practice, and points to the future directions for eWOM investigation and usage. In this editorial, we first outline the reasoning behind this special issue, followed by the summary of the articles, and the reflections on eWOM 2.0. We conclude by outlining future research opportunities that will propel the field further forward.

Publication DOI: https://doi.org/10.1016/j.jbusres.2024.114587
Divisions: College of Business and Social Sciences > Aston Business School > Marketing & Strategy
College of Business and Social Sciences > Aston Business School
Additional Information: © 2024 The Author(s). Published by Elsevier Inc. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/)
Uncontrolled Keywords: Business ethics,Business-to-business (B2B),Electronic word of mouth (eWOM/e-WOM),Electronic word of mouth 2.0 (eWOM 2.0),Word of mouth (WOM),Marketing
Publication ISSN: 1873-7978
Last Modified: 15 Jul 2024 08:32
Date Deposited: 02 May 2024 16:19
Full Text Link:
Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
https://www.sci ... 0912?via%3Dihub (Publisher URL)
PURE Output Type: Article
Published Date: 2024-04-01
Published Online Date: 2024-02-25
Accepted Date: 2024-02-18
Authors: Liu, Hongfei
Jayawardhena, Chanaka
Shukla, Paurav
Osburg, Victoria Sophie
Yoganathan, Vignesh (ORCID Profile 0000-0002-9285-4702)



Version: Published Version

License: Creative Commons Attribution

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