The current state of knowledge on electronic word-of-mouth in advertising research

ABSTRACT

With the development of new and digital media, consumers are increasingly giving, seeking, and sharing their brand-related experiences via online channels that lead to electronic word-of-mouth (eWOM) communication. Undoubtedly, eWOM has a powerful impact on advertising decisions, and the practice of eWOM advertising has received much attention from advertisers, policy-makers, and the academic community. It is clear as well that, eWOM is believed to influence and shape the future of advertising. Therefore, the purpose of this article is threefold. First, this article provides an overview on the current state of eWOM research, with a focus on how this research has evolved in the advertising literature. Second, we identify and characterize four important trends in the eWOM advertising literature: eWOM and viral advertising, effects of eWOM, drivers of eWOM, and new technologies and eWOM platforms. Third, we develop a research agenda by providing directions for future research as well as implications for advertisers and policy-makers.

KEYWORDS:

• Electronic word-of-mouth
• advertising
• viral advertising
• social media

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Shu-Chuan Chu

Shu-Chuan Chu (PhD, The University of Texas at Austin) is an associate professor and program chair of Public Relations and Advertising in the College of Communication at DePaul University in Chicago. Dr. Chu's research interests include social media, electronic word-of-mouth (eWOM), cross-cultural consumer behavior, and international advertising. Dr. Chu's work has been published in Journal of Interactive Marketing, Journal of Global Marketing, International Journal of Advertising, Journal of Interactive Advertising, Journal of Marketing Communications, International Journal of Strategic Communication, among others.

Juran Kim

Juran Kim (PhD, The University of Tennessee) is an associate professor of marketing in business administration at Jeonju University. Her research focuses on technology driven experience, interactivity and sustainable marketing. She has published her work in leading journals including the International Journal of Advertising, Journal of Advertising, Journal of Business Research, Journal of Interactive Advertising and the Journal of Computer-Mediated Communication.