Electronic Word-of-Mouth (eWOM): A Definition and Its Characteristics

Electronic word-of-mouth (eWOM) refers to the exchange of opinions, evaluations, and recommendations regarding products or companies by current, potential, or former customers through web-based communication channels. eWOM encompasses both positive and negative statements disseminated to a wide range of individuals and organizations via the Internet. This form of communication plays a significant role in consumer decision-making and has become increasingly influential in today's digital marketplace.