Reconceptualizing eWOM communication: an interactive perspective
Reconceptualizing eWOM communication: an interactive perspective
This chapter reconceptualizes eWOM communication through the theoretical lens of interactive marketing. Focusing on the interactivity of eWOM, this chapter develops a new typology of eWOM media based on their functionality, information types, and interactivity. Beyond the customer-to-customer communication in eWOM, this chapters take a managerial perspective to categorize and evaluate proactive and reactive eWOM strategies. This chapter develops a future research agenda that has implications for potential research and the practices of interactive eWOM.
Electronic Word of Mouth (eWOM), Social Media, Online Interactions, eWOM Engagement, eWOM Strategies
Liu, Hongfei
7d65edcf-20c9-452a-83c2-8b545b12f68c
Jayawardhena, Chanaka
c728267d-4370-4df4-8648-32540723c8c4
6 March 2023
Liu, Hongfei
7d65edcf-20c9-452a-83c2-8b545b12f68c
Jayawardhena, Chanaka
c728267d-4370-4df4-8648-32540723c8c4
Liu, Hongfei and Jayawardhena, Chanaka
(2023)
Reconceptualizing eWOM communication: an interactive perspective.
In,
Wang, Cheng Lu
(ed.)
The Palgrave Handbook of Interactive Marketing.
Palgrave Macmillan Cham.
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Book Section
Abstract
This chapter reconceptualizes eWOM communication through the theoretical lens of interactive marketing. Focusing on the interactivity of eWOM, this chapter develops a new typology of eWOM media based on their functionality, information types, and interactivity. Beyond the customer-to-customer communication in eWOM, this chapters take a managerial perspective to categorize and evaluate proactive and reactive eWOM strategies. This chapter develops a future research agenda that has implications for potential research and the practices of interactive eWOM.
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Published date: 6 March 2023
Keywords:
Electronic Word of Mouth (eWOM), Social Media, Online Interactions, eWOM Engagement, eWOM Strategies
Identifiers
Local EPrints ID: 471113
URI: http://eprints.soton.ac.uk/id/eprint/471113
PURE UUID: 1d0d726d-8507-405f-87e7-2853476962ad
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Date deposited: 26 Oct 2022 17:10
Last modified: 17 Mar 2024 04:01
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Contributors
Author:
Chanaka Jayawardhena
Editor:
Cheng Lu Wang
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