网络口碑营销，又为Internet Word of Mouth Marketing，简称为IWOM，或Electronic Word of Mouth（ eWoM）。 网络口碑营销是口碑营销与网络营销的有机结合。 口碑营销实际上早已有之，地方特产、老字号厂家商铺及企业的品牌战略等，其中都包含有口碑营销的因素。

口碑的最初定义是指在传播者和接收者之间关 于一个品牌、产品或服务的非正式口头信息沟 通行为，它是一种直接面对面的、无商业目的 的行为。 （Arndt，1967） 口碑具有转瞬即逝的特性，它的发生是无意识 的，在被表达完的同时也就消失了。 （Stern， 1994） Most of these articles appeared in this very journal in a special issue devoted to the topic of Web 2.0; The evolution of Web 2.0 should provide researchers with even more opportunities to access eWOM data.

EWOM gives potential buyers the opportunity to hear from hundreds of past customers and learn whether this product or brand is really worth their money. By offering opportunities for your …

2023年9月21日 · Electronic word of mouth (eWOM) refers to the spreading opinions about products, services, or brands online. Unlike traditional word of mouth (WOM), eWOM is not limited to face-to-face interactions. It thrives on digital platforms - social media channels, review websites, and forums, providing a much broader reach and lasting impact.

2020年1月24日 · When buying products, consumers often look at information written by other consumers on the internet. In other words, they turn to electronic word of mouth (eWOM). Marketers can take steps to generate, support, and amplify eWOM and so influence consumers’ decision-making process.

2024年4月1日 · Electronic word of mouth (eWOM) has evolved dramatically in the past 20 years, and is substantially shaping modern consumer behaviors and altering marketing management dynamics across both consumer and industry markets. We call this evolution “eWOM 2.0”, as captured in this Special Issue.

2018年7月1日 · Electronic word-of-mouth (EWOM) information is used by consumers to form expectations of the brand. By properly managing consumers' expectations of a brand, managers can mitigate brand image problems.

2024年8月30日 · Marketers can take steps to generate, support, and amplify eWOM to influence consumers’ decision-making process. My co-authors and I have laid out an eWOM roadmap to …

This study summarizes three unique characteristics of consumers’ eWOM engagement intentions in online communities: eWOM engagement is customer engagement on a behavioral level; segmentation of user groups is necessary; and the relationship between consumers and brands plays a key role.

2019年12月12日 · Building on the consumer motivation–opportunity–ability framework, this study conceptualizes three distinct stages in the eWOM process: eWOM creation, eWOM exposure, and eWOM evaluation.