The Electronic Word-of-Mouth (e-WOM) Research: A Scope of Literature Review
DOI:
https://doi.org/10.5555/ijosmas.v5i2.386Keywords:
Keywords: e-WOM, a Scope Literature Review, Research Approach, Research Focus, Quantitative and Mixed MethodsAbstract
There has been a lot of research on word of mouth. The findings show that research on e-WOM has grown in terms of publications. This research was conducted with the aim of (1) what is the cumulative growth trend of publications about electronic Word Of Mouth (e-WOM) from 2020 - 2023. (2)how are publications about electronic Word Of Mouth (e-WOM) according to geography (3) what is the research approach and focus research related to e-WOM. The method used was a scope of literature review and after selection it resulted in 13 papers. The results of this research are that there is an increasing trend in publications in the Journal of Business Research and the Journal of Retailing and Consumer Services from 2020 until 2023. The research was conducted in eight countries. In the research approach there were seven papers with a quantitative approach and six mixed methods papers. For the research focus in relation to e-WOM, in the first to sixth papers, e-WOM is the dependent variable which is influenced by other variables. Meanwhile, in other papers, e-WOM is used as a source of information, both positive and negative. Recommendations for publication for Indonesia using a mixed method research approach.
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