The Digitization of Word-of-Mouth

From the first article published on the topic of electronic word-of-mouth (eWOM) research has rapidly increased, underlining the importance of this phenomenon in various business contexts. Customers’ purchasing behavior has increasingly changed with the development of Information and Communication Technologies and social media. Therefore, what had traditionally been defined as word-of-mouth (WOM) needs to be reconsidered and studied in light of recent trends. This chapter will analyze the evolution of the concept from WOM to eWOM and main dimensions for an analysis of WOM. Specific attention will be paid to credibility and possible biased information.

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