The implications of eWOM adoption on the customer journey

Chananchida Ngarmwongnoi; João S. Oliveira; Majd AbedRabbo; Sahar Mousavi

doi:10.1108/JCM-10-2019-3450

The implications of eWOM adoption on the customer journey

Chananchida Ngarmwongnoi, João S. Oliveira^*, Majd AbedRabbo, Sahar Mousavi

^*Corresponding author for this work

Research output: Contribution to journal › Article › peer-review

58 Citations (Scopus)

40 Downloads (Pure)

Abstract

This paper aims to investigate customers' motives to engage with electronic word of mouth (eWOM), as well as the effect of eWOM on customer behavior, both at the purchase and post-purchase stages.

Original language	English
Pages (from-to)	749-759
Number of pages	11
Journal	Journal of Consumer Marketing
Volume	37
Issue number	7
Early online date	17 Jul 2020
DOIs	https://doi.org/10.1108/JCM-10-2019-3450
Publication status	Published - 13 Oct 2020
Externally published	Yes

Keywords

social media
electronic word of mouth (eWOM)

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10.1108/JCM-10-2019-3450

2020 05 02 Ngarmwongnoi et al eWOM accepted PureAccepted author manuscript, 311 KBLicence: CC BY-NC

Cite this

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title = "The implications of eWOM adoption on the customer journey",

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AU - Mousavi, Sahar

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AB - This paper aims to investigate customers' motives to engage with electronic word of mouth (eWOM), as well as the effect of eWOM on customer behavior, both at the purchase and post-purchase stages.

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JO - Journal of Consumer Marketing

JF - Journal of Consumer Marketing

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The implications of eWOM adoption on the customer journey

Abstract

Keywords

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Cite this