Persuasiveness of eWOM Communications: Literature Review and Suggestions for Future Research

  • Elvira IsmagilovaEmail author
  • Emma Slade
  • Michael Williams
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9844)


Electronic word-of-mouth (eWOM) plays an important part in consumer purchase decision. The way consumers perceive the persuasiveness of eWOM message can affect their attitude, and purchase intention, and hence sales. Thus, the topic of persuasiveness of eWOM communications has received much attention from scholars. The objective of this paper is to provide a brief review of the existing literature related to the effectiveness of eWOM communications and offer an overview of the determinants of eWOM persuasiveness. This paper contributes to the existing eWOM literature by reviewing the existing studies on eWOM communications, identifying gaps in the current research and providing directions for future research.


Electronic word-of-mouth eWOM Persuasiveness Literature review Research gaps 


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Copyright information

© IFIP International Federation for Information Processing 2016

Authors and Affiliations

  • Elvira Ismagilova
    • 1
    Email author
  • Emma Slade
    • 1
  • Michael Williams
    • 1
  1. 1.School of ManagementSwansea UniversitySwanseaUK

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