Huang, C. Y., and Liu, P. Y. 2016. Electronic WOM and Online Review – A Literature Review. NTU Management Review, 26 (3): 215-256. https://doi.org/10.6226/NTUMR.2016.MAY.R.25104-001
Chun-Yao Huang, Professor, Department of Business Administration, National Taiwan University
Ping-Yu Liu, Ph.D. Candidate, Department of Business Administration, National Taiwan University
Abstract
Understanding online word of mouth (or electronic word of mouth, eWOM) and online review by consumers is an important task for marketers in the current Web 2.0 era. During the past 10 years, we have seen a fast growing body of related literature developed in areas such as marketing and information management. Distinguishing research using and analyzing secondary data from research using primary data, this study first reviews representative eWOM studies by scholars in Taiwan, and then discusses issues relating to the research using and analyzing secondary data in the international literature. The study concludes with a set of suggestions for Taiwanese scholars who would like to further push the frontier of eWOM studies.
Keywords
electronic word of mouthonline reviewreviewerliterature review