Why consumers engage in e-WOM? : Literature Review

Abstract

In recent years, a large number of consumers engage in word of mouth communication by sharing their
product or service experience on the Internet. Such online word-of-mouth exchanges may be contained in consumer
reviews, blogs, forums, or threaded discussion boards where marketers interact with the consumers, or where consumers
interact with each other. Recognizing that many online exchanges occur between people who have no prior relationship,
it is important to understand why these exchanges take place. This extended form of word of mouth known as electronic
word-of-mouth (e-WOM) has received greater attention from researchers. Most research scholars have studied the
effectiveness of e-WOM communication and examined the process by which such e-WOM communication influences
consumer purchasing decisions. However, the issue of consumers’ engagement in e-WOM has received limited attention.
We still do not fully understand what motivates consumers to participate in e-WOM in online platforms. The purpose of
this paper is to get an insight into their motivations by reviewing the relevant literature