Electronic word-of-mouth (e-WOM)- a literature review

Abstract

With the boom of smartphones coupled with ease of internet access, there has been a large number of aggregator businesses that have emerged to capitalise on it, helping bridge the gap between customers and manufacturers and service providers. It has also opened up new avenues for businesses to reach their target segments cost- effectively through digital media platforms. Enterprises have traditionally attempted to reach their audiences through advertising and pushing as many consumers as possible through the marketing funnel, controlling each aspect of it. But the last and most valuable step of the funnel is advocacy, or word-of-mouth, which has remained unpredictable.