The Impact of Electronic Word-of-Mouth on Customer Satisfaction

By H. Kuo, Chinintorn Nakhata. Journal of Marketing Theory and Practice, 2019

92 citations recorded by the source corpus.

Prior research has focused on the impact of electronic word-of-mouth (eWOM) on consumers’ pre-purchase and post-purchase behaviors. This article, however, focuses on the impact of eWOM on the consumer-retailer relationship through the examination of consumer satisfaction. Across three experiments, the authors show that the exposure to positive (negative) eWOM prior to purchase increases (decreases) consumer satisfaction. Such impact of eWOM is stronger when consumers are less motivated to process information with effort. These findings are consistent with the anchoring effect where consumers overly rely on an initial anchor (eWOM) to simplify the decision-making process due to unwillingness to process information cognitively.

Subfields: Information Systems and Management, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/eab52dd302eab887c865fa8484eaee5e4efc7e68

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Information Systems and Management

In Marketing

In Sociology and Political Science

Citations in the corpus

Positive and negative word of mouth (WOM) are not necessarily opposites: A reappraisal using the dual factor theory (2020, background): “extended literature (Alexandrov et al., 2013; Cenfetelli and Schwarz, 2011; Cheung et al., 2008; Mahapatra and Mishra, 2017; Morhart et al., 2013; Najmul Islam, 2014; Talwar et al., 2020c; Nam et al., 2020), implying that if users perceive that m-wallets provide sufficient information relevant to th”