Examining the Factors Shaping Electronic Word of Mouth: A Review of Literature

Abstract

This literature review delves into the diverse factors that influence Electronic Word of Mouth (eWOM), a pivotal element in modern marketing and consumer behavior. The study examines the determinants of eWOM, identifying key factors such as Social Networking Site (SNS) involvement, SNS risk-taking, trust, loyalty, satisfaction, innovativeness, social relationships, and subjective norms. A comprehensive model is developed based on these factors. Additionally, future research directions are proposed to further illuminate the dynamic landscape of eWOM in the digital era.