Identifying Factors Influencing E-WOM on Social Networking Sites: A Study of Users' Responses on Twitter

Review Of Literature

Electronic word-of-mouth- e-WOM is the user’s opinion about the product or its company or the services by texting messages in the virtual world (King et al., 2014; Barreto, 2014). Unlike traditional WOM, e-Wom is different in various perspectives, like:

The messages received by the customers can be retrieved from anywhere at any time (Henning-Thurau et al., 2004). Measuring e-Wom is more accurate, controlled and convenient than its traditional counterpart (Cheung and Thadani, 2012).

e-WOM is disseminated through different internet channels like consumer forums (web-based consumer-opinion platforms used by consumers to publicise and communicate their opinions), boycott websites, personal e-mails, chat rooms, and instant messages (Cheung and Thadani, 2012). e-WOM is based on text messages in which there is a sender of the message and number of users as receivers of the message on the internet.