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The implications of eWOM adoption on the customer journey

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journal contribution
posted on 29.06.2020 by Chananchida Ngarmwongnoi, Joao Oliveira, Majd AbedRabbo, Sahar Mousavi
Purpose – This paper aims to investigate customers’ motives to engage with electronic word of mouth (eWOM), as well as the effect of eWOM on customer behavior, both at the purchase and post-purchase stages.
Design/methodology/approach – A qualitative approach was adopted, consisting of 30 semi-structured interviews with Thai consumers. Thematic analysis was used to analyze the data.
Findings – Information validation, product evaluation, purchase and post-purchase validation are key motives for consumers to search for eWOM. Furthermore, eWOM quantity, eWOM credibility and attitudes toward eWOM play a critical role in evaluation of information usefulness and adoption. Moreover, five different types of shoppers were identified according to their purchase behavior after adapting eWOM: prompt shoppers, in-store shoppers, promotion shoppers, conservative shoppers and remedy shoppers.
Originality/value – While the implications of the adoption of eWOM have been explored in previous research, there is limited understanding in terms of the impacts of eWOM on the customer journey. This study addresses this research gap by investigating not only customers’ motives to engage with eWOM but also its effect on their behavior at the purchase and post-purchase stages.

History

School

  • Business and Economics

Department

  • Business

Published in

Journal of Consumer Marketing

Publisher

Emerald Publishing Limited

Version

AM (Accepted Manuscript)

Rights holder

© Emerald Publishing Limited

Publisher statement

This paper was accepted for publication in the journal Journal of Consumer Marketing and the definitive published version is available at https://doi.org/10.1108/JCM-10-2019-3450.

Acceptance date

24/06/2020

Publication date

2020-07-20

Copyright date

2020

ISSN

0736-3761

Language

en

Depositor

Dr Joao S Oliveira. Deposit date: 26 June 2020

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Categories

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