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Direction of future research in EWOM: issues of credibility, format and impact

Electronic word of mouth (eWOM) is an important tool for getting necessary useful information about a product or service. Although the concept of eWOM has attained substantial attention from the researchers, there are certain avenues of eWOM which have not been investigated thoroughly. The goal of t...

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Main Authors: Ahmed Khan, Shamim, Hussin, Siti Rahayu, Abdul Hamid, Abu Bakar
Format: Article
Language:English
Published: 2018
Online Access:http://psasir.upm.edu.my/id/eprint/72305/1/Direction%20of%20future%20research%20in%20EWOM.pdf
http://psasir.upm.edu.my/id/eprint/72305/
https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3490582
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spelling my.upm.eprints.723052020-05-03T23:50:11Z http://psasir.upm.edu.my/id/eprint/72305/ Direction of future research in EWOM: issues of credibility, format and impact Ahmed Khan, Shamim Hussin, Siti Rahayu Abdul Hamid, Abu Bakar Electronic word of mouth (eWOM) is an important tool for getting necessary useful information about a product or service. Although the concept of eWOM has attained substantial attention from the researchers, there are certain avenues of eWOM which have not been investigated thoroughly. The goal of this study is to highlight some of such avenues of eWOM where future researchers can focus on. For this purpose, three issues of eWOM were selected which are credibility of eWOM, format of eWOM and impact of eWOM. In recent years, credibility has become one of the most important issues regarding eWOM considering the widespread practice of counterfeit or fake online opinions. Format of eWOM is another important area because studies related to eWOM mostly focused on text-based eWOM. However, eWOM can be shared in different forms like text-based, video-based, mixture of text and visual etc. Very few studies have been undertaken to look into these diverse formats of eWOM. Impact of eWOM on different outcomes is the most extensively researched topic in eWOM literature. Despite this fact, impact of eWOM on some of the marketing related outcomes have received minimum attention from researchers as well as produced contradictory findings. Discussions about all three selected aspects of eWOM in this study shows the current state of literature as well as highlight the relevant literature gaps. Finally, some prospective research areas related to eWOM are presented which can be utilized by future researchers. 2018 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/72305/1/Direction%20of%20future%20research%20in%20EWOM.pdf Ahmed Khan, Shamim and Hussin, Siti Rahayu and Abdul Hamid, Abu Bakar (2018) Direction of future research in EWOM: issues of credibility, format and impact. International Journal of Economic Research, 15 (2). 329 - 341. ISSN 0972-9380 https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3490582
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description Electronic word of mouth (eWOM) is an important tool for getting necessary useful information about a product or service. Although the concept of eWOM has attained substantial attention from the researchers, there are certain avenues of eWOM which have not been investigated thoroughly. The goal of this study is to highlight some of such avenues of eWOM where future researchers can focus on. For this purpose, three issues of eWOM were selected which are credibility of eWOM, format of eWOM and impact of eWOM. In recent years, credibility has become one of the most important issues regarding eWOM considering the widespread practice of counterfeit or fake online opinions. Format of eWOM is another important area because studies related to eWOM mostly focused on text-based eWOM. However, eWOM can be shared in different forms like text-based, video-based, mixture of text and visual etc. Very few studies have been undertaken to look into these diverse formats of eWOM. Impact of eWOM on different outcomes is the most extensively researched topic in eWOM literature. Despite this fact, impact of eWOM on some of the marketing related outcomes have received minimum attention from researchers as well as produced contradictory findings. Discussions about all three selected aspects of eWOM in this study shows the current state of literature as well as highlight the relevant literature gaps. Finally, some prospective research areas related to eWOM are presented which can be utilized by future researchers.
format Article
author Ahmed Khan, Shamim
Hussin, Siti Rahayu
Abdul Hamid, Abu Bakar
spellingShingle Ahmed Khan, Shamim
Hussin, Siti Rahayu
Abdul Hamid, Abu Bakar
Direction of future research in EWOM: issues of credibility, format and impact
author_facet Ahmed Khan, Shamim
Hussin, Siti Rahayu
Abdul Hamid, Abu Bakar
author_sort Ahmed Khan, Shamim
title Direction of future research in EWOM: issues of credibility, format and impact
title_short Direction of future research in EWOM: issues of credibility, format and impact
title_full Direction of future research in EWOM: issues of credibility, format and impact
title_fullStr Direction of future research in EWOM: issues of credibility, format and impact
title_full_unstemmed Direction of future research in EWOM: issues of credibility, format and impact
title_sort direction of future research in ewom: issues of credibility, format and impact
publishDate 2018
url http://psasir.upm.edu.my/id/eprint/72305/1/Direction%20of%20future%20research%20in%20EWOM.pdf
http://psasir.upm.edu.my/id/eprint/72305/
https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3490582
_version_ 1665895998399971328
score 13.211869

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