Skip to main content
SpringerLink
Log in

Reconceptualizing eWOM Communication: An Interactive Perspective

  • Chapter
  • First Online:
The Palgrave Handbook of Interactive Marketing

  • 3281 Accesses

Abstract

The pervasive use of digital technologies allows individual consumers to generate and obtain consumption-related information through digital media platforms, thereby catalyzing the emergence and penetration of electronic word of mouth (eWOM) in the consumer market. Although WOM marketing highlights the significance of two-way communication, the interactive nature of eWOM has often been neglected. Drawing upon academic literature and industry observation of interactive marketing and eWOM, this chapter reconceptualizes eWOM communication through the theoretical lens of interactive marketing. Focusing on the interactivity of eWOM, this chapter develops a new typology of eWOM media based on their functionality, information types, and interactivity. Furthermore, in addition to the customer-to-customer communication in eWOM, this chapter takes a managerial perspective to categorize and evaluate proactive and reactive eWOM strategies. This chapter is concluded by developing a future research agenda that has implications for potential research and the practices of interactive eWOM.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 189.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 249.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 249.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  • Anderson, E. W. (1998). Customer satisfaction and word of mouth. Journal of Service Research, 1(1), 5–17.

    Article  Google Scholar 

  • Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 4, 291–295.

    Article  Google Scholar 

  • Babić Rosario, A., de Valck, K., & Sotgiu, F. (2020). Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation. Journal of the Academy of Marketing Science, 48(3), 422–448.

    Article  Google Scholar 

  • Banerjee, A., Ries, J. M., & Wiertz, C. (2020). The impact of social media signals on supplier selection: Insights from two experiments. In Press International Journal of Operations & Production Management, 40(5), 531–552.

    Article  Google Scholar 

  • Bartschat, M., Cziehso, G., & Hennig-Thurau, T. (2021). Searching for word of mouth in the digital age: Determinants of consumers’ uses of face-to-face information, internet opinion sites, and social media. Journal of Business Research, 141, 393–409.

    Article  Google Scholar 

  • Beckers, S. F., Van Doorn, J., & Verhoef, P. C. (2018). Good, better, engaged? The effect of company-initiated customer engagement behavior on shareholder value. Journal of the Academy of Marketing Science, 46(3), 366–383.

    Article  Google Scholar 

  • Bi, S., Liu, Z., & Usman, K. (2017). The influence of online information on investing decisions of reward-based crowdfunding. Journal of Business Research, 71, 10–18.

    Article  Google Scholar 

  • Brooks, R. C., Jr. (1957). “Word-of-mouth” advertising in selling new products. Journal of Marketing, 22(2), 154–161.

    Google Scholar 

  • Brown, J. J., & Reingen, P. H. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer Research, 14(3), 350–362.

    Article  Google Scholar 

  • Cachon, G. P., & Swinney, R. (2009). Purchasing, pricing, and quick response in the presence of strategic consumers. Management Science, 55(3), 497–511.

    Article  Google Scholar 

  • Cai, S., Lin, X., Xu, D., & Fu, X. (2016). Judging online peer-to-peer lending behavior: A comparison of first-time and repeated borrowing requests. Information & Management, 53(7), 857–867.

    Article  Google Scholar 

  • Cao, H. (2019). Online review manipulation by asymmetrical firms: Is a firm’s manipulation of online reviews always detrimental to its competitor?. Information & Management, 103244.

    Google Scholar 

  • Cartwright, S., Liu, H., & Raddats, C. (2021). Strategic use of social media within business-to-business (B2B) marketing: A systematic literature review. Industrial Marketing Management, 97, 35–58.

    Article  Google Scholar 

  • Chae, I., Stephen, A. T., Bart, Y., & Yao, D. (2016). Spillover effects in seeded word-of-mouth marketing campaigns. Marketing Science, 36(1), 89–104.

    Article  Google Scholar 

  • Chakraborty, U. (2019). The impact of source credible online reviews on purchase intention: The mediating roles of brand equity dimensions. Journal of Research in Interactive Marketing, 13(2), 142–161.

    Article  Google Scholar 

  • Chen, M. Y., Teng, C. I., & Chiou, K. W. (2019). The helpfulness of online reviews: Images in review content and the facial expressions of reviewers’ avatars. Online Information Review, 44(1), 90–113.

    Article  Google Scholar 

  • Chen, S., Han, X., Bilgihan, A., & Okumus, F. (2021). Customer engagement research in hospitality and tourism: A systematic review. Journal of Hospitality Marketing & Management, 30(7), 871–904.

    Article  Google Scholar 

  • Chi, H. H. (2011). Interactive digital advertising vs. virtual brand community: Exploratory study of user motivation and social media marketing responses in Taiwan. Journal of Interactive Advertising, 12(1), 44–61.

    Google Scholar 

  • Chu, S. C., & Kim, J. (2018). The current state of knowledge on electronic word-of-mouth in advertising research. International Journal of Advertising, 37(1), 1–13.

    Article  Google Scholar 

  • Daugherty, T., & Hoffman, E. (2014). eWOM and the importance of capturing consumer attention within social media. Journal of Marketing Communications, 20(1–2), 82–102.

    Article  Google Scholar 

  • Dellarocas, C. (2003). The digitization of word of mouth: Promise and challenges of online feedback mechanisms. Management Science, 49(10), 1407–1424.

    Article  Google Scholar 

  • Dennis, A. R., & Kinney, S. T. (1998). Testing media richness theory in the new media: The effects of cues, feedback, and task equivocality. Information Systems Research, 9(3), 256–274.

    Article  Google Scholar 

  • Doh, S. J., & Hwang, J. S. (2009). How consumers evaluate eWOM (electronic word-of-mouth) messages. CyberPsychology & Behavior, 12(2), 193–197.

    Article  Google Scholar 

  • Donthu, N., Kumar, S., Pandey, N., Pandey, N., & Mishra, A. (2021). Mapping the electronic word-of-mouth (eWOM) research: A systematic review and bibliometric analysis. Journal of Business Research, 135, 758–773.

    Article  Google Scholar 

  • East, R., Hammond, K., & Wright, M. (2007). The relative incidence of positive and negative word of mouth: A multi-category study. International Journal of Research in Marketing, 24(2), 175–184.

    Article  Google Scholar 

  • Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent. Journal of Interactive Advertising, 17(2), 138–149.

    Article  Google Scholar 

  • Filieri, R., Acikgoz, F., Ndou, V., & Dwivedi, Y. (2020). Is TripAdvisor still relevant? The influence of review credibility, review usefulness, and ease of use on consumers’ continuance intention. International Journal of Contemporary Hospitality Management, 33(1), 199–223.

    Article  Google Scholar 

  • Foster, J. K., McLelland, M. A., & Wallace, L. K. (2021). Brand avatars: Impact of social interaction on consumer–brand relationships. Journal of Research in Interactive Marketing, 16(2), 237–258.

    Article  Google Scholar 

  • Fu, S., Cheng, X., Bao, Y., Bilgihan, A., & Okumus, F. (2020). Staying in a hotel or peer-to-peer accommodation sharing? A discrete choice experiment with online reviews and discount strategies. Internet Research.

    Google Scholar 

  • Grover, P., Kar, A. K., Dwivedi, Y. K., & Janssen, M. (2019). Polarization and acculturation in US election 2016 outcomes–can twitter analytics predict changes in voting preferences. Technological Forecasting and Social Change, 145, 438–460.

    Article  Google Scholar 

  • Gruen, T. W., Osmonbekov, T., & Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59(4), 449–456.

    Article  Google Scholar 

  • Haenlein, M., & Libai, B. (2017). Seeding, referral, and recommendation: Creating profitable word-of-mouth programs. California Management Review, 59(2), 68–91.

    Article  Google Scholar 

  • Harmeling, C. M., Moffett, J. W., & Palmatier, R. W. (2018). Conclusion: informing customer engagement marketing and future research. In Customer engagement marketing (pp. 307–323). Palgrave Macmillan.

    Google Scholar 

  • Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38–52.

    Article  Google Scholar 

  • Hua, Y., Bao, L., & Wu, X. (2021). The product-selling strategy under direct and indirect value identification. Journal of Cleaner Production, 279, 123591.

    Article  Google Scholar 

  • Hung, K. H., & Li, S. Y. (2007). The influence of eWOM on virtual consumer communities: Social capital, consumer learning, and behavioral outcomes. Journal of Advertising Research, 47(4), 485–495.

    Article  Google Scholar 

  • Ismagilova, E., Dwivedi, Y. K., Slade, E., & Williams, M. D. (2017). Electronic Word-of-Mouth (eWOM). In Electronic Word of Mouth (eWOM) in the marketing context (pp. 17–30). Springer.

    Google Scholar 

  • Izogo, E. E., Mpinganjira, M., Karjaluoto, H., & Liu, H. (2021). Examining the impact of eWOM-triggered customer-to-customer interactions on travelers’ repurchase and social media engagement. Journal of Travel Research, 00472875211050420.

    Google Scholar 

  • Jia, H., Shin, S., & Jiao, J. (2021). Does the length of a review matter in perceived helpfulness? The moderating role of product experience. Journal of Research in Interactive Marketing, 16(2), 221–236.

    Article  Google Scholar 

  • Jin, L., & Huang, Y. (2014). When giving money does not work: The differential effects of monetary versus in-kind rewards in referral reward programs. International Journal of Research in Marketing, 31(1), 107–116.

    Article  Google Scholar 

  • Jovanović, T., Božić, S., Bodroža, B., & Stankov, U. (2019). Influence of users’ psychosocial traits on Facebook travel–related behavior patterns. Journal of Vacation Marketing, 25(2), 252–263.

    Article  Google Scholar 

  • Jung, J., Bapna, R., Gupta, A., & Sen, S. (2021). Impact of incentive mechanism in online referral programs: Evidence from randomized field experiments. Journal of Management Information Systems, 38(1), 59–81.

    Article  Google Scholar 

  • Katz, E. (1957). The two-step flow of communication: An up-to-date report on an hypothesis. Public Opinion Quarterly, 21(1), 61–78.

    Article  Google Scholar 

  • Kay, S., Mulcahy, R., & Parkinson, J. (2020). When less is more: The impact of macro and micro social media influencers’ disclosure. Journal of Marketing Management, 36(3–4), 248–278.

    Article  Google Scholar 

  • Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, ‘micro-celebrity’ and the rise of social media influencers. Celebrity Studies, 8(2), 191–208.

    Article  Google Scholar 

  • Kim, A. J., & Johnson, K. K. (2016). Power of consumers using social media: Examining the influences of brand-related user-generated content on Facebook. Computers in Human Behavior, 58, 98–108.

    Article  Google Scholar 

  • Kim, D. Y., & Kim, H. Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134, 223–232.

    Article  Google Scholar 

  • Kim, D., Park, S. P., & Yi, S. (2021). Relevant and rich interactivity under uncertainty: Guest reviews, host responses, and guest purchase intention on Airbnb. Telematics and Informatics, 65, 101708.

    Article  Google Scholar 

  • Kim, J., & Gupta, P. (2012). Emotional expressions in online user reviews: How they influence consumers’ product evaluations. Journal of Business Research, 65(7), 985–992.

    Article  Google Scholar 

  • Kim, J., Naylor, G., Sivadas, E., & Sugumaran, V. (2016). The unrealized value of incentivized eWOM recommendations. Marketing Letters, 27(3), 411–421.

    Article  Google Scholar 

  • Kim, W. G., Lim, H., & Brymer, R. A. (2015). The effectiveness of managing social media on hotel performance. International Journal of Hospitality Management, 44, 165–171.

    Article  Google Scholar 

  • Krishnamurthy, S., & Dou, W. (2008). Note from special issue editors: Advertising with user-generated content: A framework and research agenda. Journal of Interactive Advertising, 8(2), 1–4.

    Article  Google Scholar 

  • Lampert, S. I., & Rosenberg, L. J. (1975). Word of mouth activity as information search: A reappraisal. Journal of the Academy of Marketing Science, 3(2), 337–354.

    Article  Google Scholar 

  • Lee, C. H., & Cranage, D. A. (2014). Toward understanding consumer processing of negative online word-of-mouth communication: The roles of opinion consensus and organizational response strategies. Journal of Hospitality & Tourism Research, 38(3), 330–360.

    Article  Google Scholar 

  • Lee, I. (2016). Using Groupon for health and wellness businesses. Business Horizons, 59(4), 369–377.

    Article  Google Scholar 

  • Lee, J. J., & Ma, Z. (2021). How do consumers choose offline shops on online platforms? An investigation of interactive consumer decision processing in diagnosis-and-cure markets. Journal of Research in Interactive Marketing, 16(2), 277–291.

    Article  Google Scholar 

  • Lee, Y. C. (2014). Impacts of decision-making biases on eWOM retrust and risk-reducing strategies. Computers in Human Behavior, 40, 101–110.

    Article  Google Scholar 

  • Lewis, K., Kaufman, J., & Christakis, N. (2008). The taste for privacy: An analysis of college student privacy settings in an online social network. Journal of Computer-Mediated Communication, 14(1), 79–100.

    Article  Google Scholar 

  • Li, C., Cui, G., & Peng, L. (2017). The signaling effect of management response in engaging customers: A study of the hotel industry. Tourism Management, 62, 42–53.

    Article  Google Scholar 

  • Liang, Y., DeAngelis, B. N., Clare, D. D., Dorros, S. M., & Levine, T. R. (2014). Message characteristics in online product reviews and consumer ratings of helpfulness. Southern Communication Journal, 79(5), 468–483.

    Article  Google Scholar 

  • Littlechild, S. (2021). Exploring customer satisfaction in Great Britain’s retail energy sector Part I: The comparative use of Trustpilot online reviews in four sectors. Utilities Policy, 73, 101298.

    Article  Google Scholar 

  • Litvin, S. W., Goldsmith, R. E., & Pan, B. (2018). A retrospective view of electronic word-of-mouth in hospitality and tourism management. International Journal of Contemporary Hospitality Management, 30(1), 313–325.

    Article  Google Scholar 

  • Liu, H., Jayawardhena, C., Dibb, S., & Ranaweera, C. (2019). Examining the trade-off between compensation and promptness in eWOM-triggered service recovery: A restorative justice perspective. Tourism Management, 75, 381–392.

    Article  Google Scholar 

  • Liu, H., Jayawardhena, C., Osburg, V. S., & Babu, M. M. (2020). Do online reviews still matter post-purchase? Internet Research, 30(1), 109–139.

    Article  Google Scholar 

  • Liu, H., Jayawardhena, C., Osburg, V. S., Yoganathan, V., & Cartwright, S. (2021a). Social sharing of consumption emotion in electronic word of mouth (eWOM): A cross-media perspective. Journal of Business Research, 132, 208–220.

    Article  Google Scholar 

  • Liu, H., Liu, W., Yoganathan, V., & Osburg, V. S. (2021b). COVID-19 information overload and generation Z’s social media discontinuance intention during the pandemic lockdown. Technological Forecasting and Social Change, 166, 120600.

    Article  Google Scholar 

  • Liu, H., Meng-Lewis, Y., Ibrahim, F., & Zhu, X. (2021c). Superfoods, super healthy: Myth or reality? Examining consumers’ repurchase and WOM intention regarding superfoods: A theory of consumption values perspective. Journal of Business Research, 137, 69–88.

    Article  Google Scholar 

  • Liu, H., Shaalan, A., & Jayawardhena, C. (2022). The impact of Electronic Word-of-Mouth (eWOM) on consumer behaviors. In A. Halon & T. L. Tuten (Ed.), Sage handbook of digital marketing and social media.

    Google Scholar 

  • Liu, X., Schuckert, M., & Law, R. (2018). Utilitarianism and knowledge growth during status seeking: Evidence from text mining of online reviews. Tourism Management, 66, 38–46.

    Article  Google Scholar 

  • López, M., Sicilia, M., & Verlegh, P. W. (2021). How to motivate opinion leaders to spread e-WoM on social media: Monetary vs non-monetary incentives. Journal of Research in Interactive Marketing, 16(1), 154–171.

    Article  Google Scholar 

  • López-López, I., Palazón, M., & Sánchez-Martínez, J. A. (2021). Why should you respond to customer complaints on a personal level? The silent observer’s perspective. Journal of Research in Interactive Marketing, 15(4), 661–684.

    Article  Google Scholar 

  • Luís Abrantes, J., Seabra, C., Raquel Lages, C., & Jayawardhena, C. (2013). Drivers of in-group and out-of-group electronic word-of-mouth (eWOM). European Journal of Marketing, 47(7), 1067–1088.

    Article  Google Scholar 

  • Marwick, A. E., & Boyd, D. (2011). I tweet honestly, I tweet passionately: Twitter users, context collapse, and the imagined audience. New Media & Society, 13(1), 114–133.

    Article  Google Scholar 

  • Mathews, S., Prentice, C., Tsou, A., Weeks, C., Tam, L., & Luck, E. (2021). Managing eWOM for hotel performance. Journal of Global Scholars of Marketing Science, 1–20.

    Google Scholar 

  • McGarry, E. D. (1958). The propaganda function in marketing. Journal of Marketing, 23(2), 131–139.

    Article  Google Scholar 

  • Min, H., Lim, Y., & Magnini, V. P. (2015). Factors affecting customer satisfaction in responses to negative online hotel reviews: The impact of empathy, paraphrasing, and speed. Cornell Hospitality Quarterly, 56(2), 223–231.

    Article  Google Scholar 

  • Munzel, A. (2016). Assisting consumers in detecting fake reviews: The role of identity information disclosure and consensus. Journal of Retailing and Consumer Services, 32, 96–108.

    Article  Google Scholar 

  • Nangpiire, C., Silva, J., & Alves, H. (2021). Customer engagement and value co-creation/destruction: The internal fostering and hindering factors and actors in the tourist/hotel experience. Journal of Research in Interactive Marketing, 16(2), 173–188.

    Article  Google Scholar 

  • Olson, E. D., & Ro, H. (2020). Company response to negative online reviews: The effects of procedural justice, interactional justice, and social presence. Cornell Hospitality Quarterly, 61(3), 312–331.

    Article  Google Scholar 

  • O'Reilly, T. (2005, September 30). What is web 2.0. http://oreilly.com/web2/archive/what-is-web-20.html

  • Osburg, V. S., Yoganathan, V., Bartikowski, B., Liu, H., & Strack, M. (2020). Effects of ethical certification and ethical eWoM on talent attraction. Journal of Business Ethics, 164(3), 535–548.

    Article  Google Scholar 

  • Pang, H. (2021). Identifying associations between mobile social media users’ perceived values, attitude, satisfaction, and eWOM engagement: The moderating role of affective factors. Telematics and Informatics, 59, 101561.

    Article  Google Scholar 

  • Proserpio, D., & Zervas, G. (2017). Online reputation management: Estimating the impact of management responses on consumer reviews. Marketing Science, 36(5), 645–665.

    Article  Google Scholar 

  • Richins, M. L. (1983). Negative word-of-mouth by dissatisfied consumers: A pilot study. Journal of Marketing, 47(1), 68–78.

    Article  Google Scholar 

  • Richins, M. L. (1984). Word of mouth communication as negative information. NA-Advances in Consumer Research Volume 11.

    Google Scholar 

  • Richins, M. L. (1987). A multivariate analysis of responses to dissatisfaction. Journal of the Academy of Marketing Science, 15(3), 24–31.

    Article  Google Scholar 

  • Ryan, D., & Jones, C. (2009). Understanding digital marketing: Marketing strategies for engaging the digital generation. Kogan Page Publishers.

    Google Scholar 

  • Shen, Z. (2021). A persuasive eWOM model for increasing consumer engagement on social media: Evidence from Irish fashion micro-influencers. Journal of Research in Interactive Marketing, 15(2), 181–199.

    Article  Google Scholar 

  • Shukla, S., & Dubey, A. (2021). Celebrity selection in social media ecosystems: A flexible and interactive framework. Journal of Research in Interactive Marketing, 16(2), 189–220.

    Article  Google Scholar 

  • Silverman, G. (2001). The power of word of mouth. Direct Marketing, 64(5), 47–52.

    Google Scholar 

  • Sparks, B. A., So, K. K. F., & Bradley, G. L. (2016). Responding to negative online reviews: The effects of hotel responses on customer inferences of trust and concern. Tourism Management, 53, 74–85.

    Article  Google Scholar 

  • Stamolampros, P., Korfiatis, N., Chalvatzis, K., & Buhalis, D. (2019). Job satisfaction and employee turnover determinants in high contact services: Insights from Employees’ Online reviews. Tourism Management, 75, 130–147.

    Article  Google Scholar 

  • Stephen, A. T., Dover, Y., Muchnik, L., & Goldenberg, J. (2017). Pump it out! The effect of transmitter activity on content propagation in social media. http://eureka.sbs.ox.ac.uk/6272/1/2017-01v2.pdf

  • Suler, J. (2004). The online disinhibition effect. Cyberpsychology & Behavior, 7(3), 321–326.

    Article  Google Scholar 

  • Tafesse, W., & Wood, B. P. (2021). Followers’ engagement with instagram influencers: The role of influencers’ content and engagement strategy. Journal of Retailing and Consumer Services, 58, 102303.

    Article  Google Scholar 

  • Teutsch, D., Masur, P. K., & Trepte, S. (2018). Privacy in mediated and nonmediated interpersonal communication: How subjective concepts and situational perceptions influence behaviors. Social Media+ Society, 4(2), 2056305118767134.

    Google Scholar 

  • Thorson, K. S., & Rodgers, S. (2006). Relationships between blogs as eWOM and interactivity, perceived interactivity, and parasocial interaction. Journal of Interactive Advertising, 6(2), 5–44.

    Article  Google Scholar 

  • Tien, D. H., Rivas, A. A. A., & Liao, Y. K. (2019). Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites. Asia Pacific Management Review, 24(3), 238–249.

    Article  Google Scholar 

  • Tran, H. A., Strizhakova, Y., Liu, H., & Golgeci, I. (2021). “If only…”: Customer counterfactual thinking in failed recovery. European Journal of Marketing, 55(12), 3221–3249.

    Article  Google Scholar 

  • Uchinaka, S., Yoganathan, V., & Osburg, V. S. (2019). Classifying residents’ roles as online place-ambassadors. Tourism Management, 71, 137–150.

    Article  Google Scholar 

  • Van Noort, G., & Willemsen, L. M. (2012). Online damage control: The effects of proactive versus reactive webcare interventions in consumer-generated and brand-generated platforms. Journal of Interactive Marketing, 26(3), 131–140.

    Article  Google Scholar 

  • Viglia, G., Furlan, R., & Ladron-de-Guevara, A. (2014). Please, talk about it! When hotel popularity boosts preferences. International Journal of Hospitality Management, 42, 155–164.

    Article  Google Scholar 

  • Von Hippel, E. (1994). “Sticky information” and the locus of problem solving: Implications for innovation. Management Science, 40(4), 429–439.

    Article  Google Scholar 

  • Wang, C. L. (2021). New frontiers and future directions in interactive marketing: Inaugural Editorial. Journal of Research in Interactive Marketing, 15(1), 1–9.

    Article  Google Scholar 

  • Wang, E. S. T., & Hu, F. T. (2021). Influence of self-disclosure of Internet celebrities on normative commitment: The mediating role of para-social interaction. Journal of Research in Interactive Marketing, 16(2), 292–309.

    Article  Google Scholar 

  • Wang, Y., & Chaudhry, A. (2018). When and how managers’ responses to online reviews affect subsequent reviews. Journal of Marketing Research, 55(2), 163–177.

    Article  Google Scholar 

  • Wang, Y., & Rodgers, S. (2010). Electronic word of mouth and consumer generated content: From concept to application. In M. S. Eastin (Ed.), Handbook of research on digital media and advertising: User generated content consumption (pp. 212–231). IGI Global.

    Google Scholar 

  • Weisfeld-Spolter, S., Sussan, F., & Gould, S. (2014). An integrative approach to eWOM and marketing communications. Corporate Communications: an International Journal, 19(3), 260–274.

    Article  Google Scholar 

  • Westbrook, R. A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of Marketing Research, 24, 258–270.

    Article  Google Scholar 

  • Wong, D., Liu, H., Meng-Lewis, Y., Sun, Y., & Zhang, Y. (2021). Gamified money: Exploring the effectiveness of gamification in mobile payment adoption among the silver generation in China. Information Technology & People, 35(1), 281–315.

    Article  Google Scholar 

  • Wu, J., Wu, T., & Schlegelmilch, B. B. (2020). Seize the day: How online retailers should respond to positive reviews. Journal of Interactive Marketing, 52, 52–60.

    Article  Google Scholar 

  • Wu, L., Mattila, A. S., Wang, C. Y., & Hanks, L. (2016). The impact of power on service customers’ willingness to post online reviews. Journal of Service Research, 19(2), 224–238.

    Article  Google Scholar 

  • Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179–188.

    Article  Google Scholar 

  • Xu, X. (2021). Closed-form evaluations and open-ended comment options: How do they affect customer online review behavior and reflect satisfaction with hotels? Decision Support Systems, 145, 113525.

    Article  Google Scholar 

  • Yan, L., & Wang, X. (2018). Why posters contribute different content in their positive online reviews: A social information-processing perspective. Computers in Human Behavior, 82, 199–216.

    Article  Google Scholar 

  • Yang, K., Li, X., Kim, H., & Kim, Y. H. (2015). Social shopping website quality attributes increasing consumer participation, positive eWOM, and co-shopping: The reciprocating role of participation. Journal of Retailing and Consumer Services, 24, 1–9.

    Article  Google Scholar 

  • Yen, C. L. A., & Tang, C. H. H. (2015). Hotel attribute performance, eWOM motivations, and media choice. International Journal of Hospitality Management, 46, 79–88.

    Article  Google Scholar 

  • Yuan, D., Lin, Z., Filieri, R., Liu, R., & Zheng, M. (2020). Managing the product-harm crisis in the digital era: The role of consumer online brand community engagement. Journal of Business Research, 115, 38–47.

    Article  Google Scholar 

  • Yuan, S., & Lou, C. (2020). How social media influencers foster relationships with followers: The roles of source credibility and fairness in parasocial relationship and product interest. Journal of Interactive Advertising, 20(2), 133–147.

    Article  Google Scholar 

  • Zhang, L., & Yang, W. (2019). Consumers’ responses to invitations to write online reviews: The impact of message framing, power and need for status. International Journal of Contemporary Hospitality Management, 31(4), 1609–1625.

    Article  Google Scholar 

  • Zhou, S., Barnes, L., McCormick, H., & Cano, M. B. (2021a). Social media influencers’ narrative strategies to create eWOM: A theoretical contribution. International Journal of Information Management, 59, 102293.

    Article  Google Scholar 

  • Zhou, S., Blazquez, M., McCormick, H., & Barnes, L. (2021b). How social media influencers’ narrative strategies benefit cultivating influencer marketing: Tackling issues of cultural barriers, commercialised content, and sponsorship disclosure. Journal of Business Research, 134, 122–142.

    Article  Google Scholar 

  • Zhou, S., Yan, Q., Yan, M., & Shen, C. (2020). Tourists’ emotional changes and eWOM behavior on social media and integrated tourism websites. International Journal of Tourism Research, 22(3), 336–350.

    Article  Google Scholar 

  • Zhu, D. H., Sun, H., & Chang, Y. P. (2016). Effect of social support on customer satisfaction and citizenship behavior in online brand communities: The moderating role of support source. Journal of Retailing and Consumer Services, 31, 287–293.

    Article  Google Scholar 

  • Zhuang, M., Cui, G., & Peng, L. (2018). Manufactured opinions: The effect of manipulating online product reviews. Journal of Business Research, 87, 24–35.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. University of Southampton, Southampton, UK

    Hongfei Liu

  2. University of Surrey, Surrey, UK

    Chanaka Jayawardhena

Authors
  1. Hongfei Liu
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Chanaka Jayawardhena
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Hongfei Liu .

Editor information

Editors and Affiliations

  1. University of New Haven, West Haven, CT, USA

    Cheng Lu Wang

Rights and permissions

Reprints and permissions

Copyright information

© 2023 The Author(s), under exclusive license to Springer Nature Switzerland AG

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Liu, H., Jayawardhena, C. (2023). Reconceptualizing eWOM Communication: An Interactive Perspective. In: Wang, C.L. (eds) The Palgrave Handbook of Interactive Marketing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-14961-0_24

Download citation

Publish with us

Policies and ethics

Search

Navigation