E-Word of Mouth: Strengthening the Strategic Tool of Digital Marketing

Electronic Word of Mouth (e-WoM), has developed into one of the most dominant source of information in recent years, in all the fields of product and service industry, with the arrival of web based platforms. It is being widely used in all the areas to seek the information and facilitate communication, particularly in marketing. As more and more customer are adapting to this technological changes, e-WoM is getting a crucial role in shaping consumer behaviour. The e-WOM, due to high impact on the behaviour of consumer, has been a vital concept used by researchers in recent times. But the related literature remains heterogeneous in spite of the rising number of studies, which might impact the comprehensive understanding of e-Word of Mouth in long term. In the backdrop of the problem, this chapter systematically reviews of the concepts, through available but splintered literature on e-WoM. The chapter ends with the stories of successful companies, applied e-WoM in past with managerial implications