Electronic Word of Mouth Ewom in the Marketing Context ― A State of the Art Analysis and Future Directions

This SpringerBrief offers a state of the art analysis of electronic word-of-mouth (eWOM) communications and its role in marketing. The book begins with an overview of traditional word-of-mouth (WOM) and its evolution to eWOM. It discusses the differences between traditional and online WOM. The book examines why people engage in eWOM communications, but also how consumers evaluate its persuasiveness. It also looks at the effects of eWOM. The book identifies current gaps in the eWOM research, but also highlights future directions for this growing field.

Elvira Ismagilova is a Ph.D student in Business Management at Swansea University. Her research focuses on examining persuasiveness of electronic word of mouth.

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Yogesh K. Dwivedi is a Professor of Digital and Social Media and Head of Management and Systems Section (MaSS) in the School of Management at Swansea University, Wales, UK. He has a multidisciplinary background: BSc in Biology from the University of Allahabad, MSc in Plant Genetic Resources from Indian Agricultural Research Institute (IARI) and an MSc & PhD in Information Systems from Brunel University London, UK. His research interests are in the area of Information Systems (IS) including the adoption and diffusion of emerging ICTs (e.g. broadband, RFID, e-commerce, e-government, m-commerce, m-payments, m-government) and digital and social media marketing. His work on these topics has been published (more than 100 articles) in a range of leading academic journals including: Communications of the ACM, European Journal of Information Systems, International Journal of Production Research, Journal of the Operational Research Society, International Journal of Indian Culture and Business Management, The Marketing Review, and Journal of Strategic Marketing. He has co-edited more than ten books on technology adoption, e-government and IS theory and had them published by international publishers such as Springer, Routledge, and Emerald. He acted as co-editor of fourteen special issues; organised tracks, mini-tracks and panels in leading conferences; and served as programme co-chair of IFIP WG 8.6 Conference at the prestigious IIM Bangalore, India in 2013. He is Associate Editor of European Journal of Marketing and European Journal of Information Systems, Assistant Editor of JEIM and TGPPP, Senior Editor of Journal of Electronic Commerce Research and member of the editorial board/review board of several journals. He is a member of the AIS and IFIP WG8.6.

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Emma Slade is a Research Officer in the School of Management at Swansea University. She received her Ph.D in Business Management at Swansea University. Her work sits at the interface of marketing and information systems. As a research officer her focus encompasses a broad range of marketing and information systems topics in collaboration with a number of senior academics. Over the last eighteen months her research has involved examination of consumer forgiveness, trustworthiness and e-government, and the role of social media in politics.

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Michael Williams is a Professor (Personal Chair) in the School of Management. With an academic and professional background in computer science, his current research interests focus primarily upon two of the three pillars of data science: domains and analytics, taking the form of the application of a range of analytical tools and techniques to the analysis of data in order to develop greater understanding of the behaviour of consumers, employees, citizens, markets, and organizations. Prior to entering academia, he worked in both public and private sectors in domains including finance, telecommunications, manufacturing, and government with firms including British Telecom, Standard Chartered, and Canon. His work has been published in numerous leading academic journals including the Journal of Information Technology, the Journal of the Operational Research Society, and the Journal of Strategic Information Systems, among others. He has been awarded funding from bodies including the European Union, the UK NHS, the Nuffield Foundation, the Engineering and Physical Sciences Research Council, and the Welsh Government, acts as reviewer for funding applications for research councils and international bodies, and participates in promotion/tenure committees both in the UK and abroad. He holds editorial board membership of a number of journals, has chaired tracks and mini tracks at leading international events (including AMCIS, ECIS and ICIS), and was the inaugural chair of the established iSHIMR conference on health informatics. He has acted as regional government advisor in the UK and the European Union, and as external examiner for numerous PhD theses, both in the UK and overseas. He currently supervises a substantial vibrant group of doctoral candidates, and following recent successes, would be happy to consider applications from potential PhD candidates seeking supervision.

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