Archived Marketing Theory Articles - October 2022

This article summarises the research and rationale behind Electronic Word-of-Mouth (EWOM) and its influence on trust.

People do not care as an organisation what you say about yourself. But they do care, deeply, about what other people say. This article summarises the research and rationale behind Electronic Word-of-Mouth (EWOM) and its influence on trust, the primary driver of the effectiveness of eWOM, and the relationships that underpin the strength of this trust. We have three distinct dimensions to consider: The trusted cohort, the platform and the genesis of the information.