Electronic Word-of-Mouth (eWOM): Definition and Scope

Electronic word-of-mouth (eWOM) refers to the dissemination of positive or negative evaluations of a product or company by current, former, or prospective customers through online channels. This includes, but is not limited to, reviews, comments, forum discussions, and social media posts. Unlike traditional word-of-mouth, eWOM's reach extends beyond interpersonal networks, enabling information to be shared with a broad audience of individuals and organizations via the internet.