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

33 Citations (Scopus)
8 Downloads (Pure)


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
Issue number7
Early online date17 Jul 2020
Publication statusPublished - 13 Oct 2020
Externally publishedYes


  • social media
  • electronic word of mouth (eWOM)


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