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 journalArticlepeer-review

24 Citations (Scopus)
1 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 languageEnglish
Pages (from-to)749-759
Number of pages11
JournalJournal of Consumer Marketing
Volume37
Issue number7
Early online date17 Jul 2020
DOIs
Publication statusPublished - 13 Oct 2020
Externally publishedYes

Keywords

  • social media
  • electronic word of mouth (eWOM)

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