Types of Electronic Word-of-Mouth (eWOM)

Nov 25

posted by Dr. Suri Weisfeld-Spolter in Marketing Communications | 28 Comments

 

Electronic Word-of-Mouth (eWOM) is a rapidly growing, quickly evolving and increasingly important extension of traditional face-to-face word-of-mouth (WOM) in the marketing and consumer environment, and most recently, a very important outcome of activity on social media. Indeed, social media have greatly changed the way in which firms and their constituents are able to communicate electronically, extending the possibilities of eWOM from the traditional one-to-many and one-to-one marketing communications, to the new many-to-many and many-to-one communications.

Social network sites in their essence are built on eWOM in various forms and guises.  While much literature has addressed some of the different types of eWOM and their differences, there has not been a consolidated conceptualization of such differences. We suggest a concise typology of eWOM communications based on the level of user interactivity and participation, and thus locate these forms in a 2 (communication: collective, individual) x 2 (C2C interactivity: low, high) framework below. Four distinct categories of eWOM emerge from our framework: many-to-one, one-to-many, many-to-many, and one-to-one.

Many-to-one eWOM (e.g., the number of votes) represents the trend or explicit preference of a crowd. One-to-many text-based eWOM (e.g., product reviews) is descriptive and requires the audience to use more cognitive effort to read the reviews.  Many-to-many eWOM (e.g., online discussion groups) is a high involvement activity in which consumers continuously participate in the communication process. Finally, dyad-based one-to-one eWOM (e.g., instant messaging) is mostly private and non-transparent communications. The typology of eWOM presented in our figure not only depicts how different eWOM types are generated but also reflects how these different types are processed by users.

What are your thoughts on our suggested framework of eWOM types?

Do you think they are equal in their degrees of persuasiveness on the users of these eWOM?

Which eWOM category do you use most?            

Suri Weisfeld-Spolter, Ph.D., is Associate Professor of Marketing and Chair of Doctoral Programs in the H. Wayne Huizenga School of Business and Entrepreneurship, Nova Southeastern University. She can be reached at sw887@nova.edu

This entry was posted on November 25, 2013 at 9:05 AM and has received 17010 views. There are currently 28 comments. Print this entry. Download attachment.

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• #1 by Marko Ilich on 11/25/13 - 1:54 PM

  

  It's definitely evident that electronic word-of-mouth is growing rapidly. In fact, I think that's the whole premise behind social media, isn't it? I believe that all forms of eWOM have their respective benefits. I also think that I, like many companies, participate in all forms of eWOM depending on the market they are trying to reach.

• #2 by Michael N on 11/25/13 - 2:20 PM

  

  I think this has given good definitions surrounding the eWOM types and as I read it I could visualize examples used everyday. In my opinion one-to-many and many-to many would be more affective approach when it comes to marketing. I know that my wife is involved with PTA and they are a big user of Facebook which I think falls into the one-to-many group and they use this to advertise events. We have seen a huge success with this in responses and also attendance since the PTA has been using this method.

• #3 by Jessica Scicchitano on 11/25/13 - 4:23 PM

  

  The eWOM framework seems to be an accurate representation of the way in which the marketing and consumer environment is expanding. Because society is become technology driven, verbal WOM can become less effective in the future, thus the rise of eWOM. The framework helps marketers decipher which type of communication would be the most beneficial based on situational influences; such as opening a blog for consumers to communicate about a product and ask questions to others using the product via "many-to-many" communication.
  However, the different levels of communication do lack the same level of persuasiveness on the users. A "many-to-many" situation may be less persuasive because the marketer is focusing on more people at a time, thus focusing less on individual wants and needs. A "one-to-one" situation allows marketers to develop a one-to-one marketing strategy to satisfy consumers needs and wants based on differentiated products.
  During online courses, I use "many-to-many" or "one-to-many" communication the most because of discussion forums for passing ideas back and forth among students, or communicating with group members. Outside of school I use "one-to-one" communication the most via email or text messaging because it is private and personal.

• #4 by Andreanne Mercier on 11/26/13 - 11:09 AM

  

  Electronic word-of-mouth is definitely the new trend. The framework used in this article is great. I believe that it includes just about any type of online word-of-mouth communication. Depending on what is being marketed, the degree of persuasiveness on the users might change. For example, one-to-one might not be as effective as one-to-many for a product review. Companies want their product review to be available to all consumers, not just one specific individual.
  I use all four of these eWOM categories. I usually determine which type I use based on the situation.
  Great article!

• #5 by Ashley Bodling on 11/26/13 - 12:16 PM

  

  I think this is a great post. eWOM is growing constantly especially as more forms of social media are coming about. I think this has a great explanation and definition of eWOM. eWOM is a very successful way of marketing. Whether its one-to-one eWOM or one-to-group eWOM, it will still be successful.

• #6 by Hassan Rakine on 11/26/13 - 5:21 PM

  

  eWOM is definitely a trend that has gained much popularity in recent years. I feel eWOM has just upgraded social media into a new realm. It is so easy now to type something and send it out for millions of people to see. Information is rapidly growing day by day. The suggested framework of eWOM types is accurate and informative and displays the differences between each appropriately. I believe the degree of persuasiveness depends on the user, while some might react positively to an urgent email, others will not. The eWOM category I use the most has to be one-to-one because I constantly send and receive emails, whether I'm at work or just on the go!

• #7 by Vanessa Tumuluri on 11/26/13 - 10:29 PM

  

  eWOM is definitely a rapidly growing trend that many participate in on a daily basis. This seems to be a newer and quicker way of sending and receiving information. It is always great to have so many options available and this is a great marketing tool. I personally use the one-to-one eWOM more often as I tend to do quite a bit of text messaging.

• #8 by Vanessa Tumuluri on 11/26/13 - 10:36 PM

  

  eWOM is increasing on a daily basis and is a great way to send and receive information. This is definitely a great marketing tool. I tend to use the one-to-one eWOM more frequently as I do quite a bit of text messaging.

• #9 by Terri R on 11/29/13 - 7:44 AM

  

  I have noticed that eWOM has become a requirement for most establishments versus traditional advertising, especially for the food industry in the many-to-many category. If you want to find out a great spot for any type of occasion or food the best way to do so is to check on-line blogs or follow some of the various “foodies” on Instagram. I personally found out about Mojo Donuts from the suggestion of a co-worker to follow “fatgirlhedonist” on Instagram. I can’t tell you how many different restaurants and different food items I have tried simply by following this one blog. In the same instance, Mojo Donuts has a Facebook page which they do not keep very up to date and I have noticed comments about that on Facebook, Instagram, and even Yelp. So a word to the wise, if you are going to rely on eWOM, make sure you monitor all the MANY avenues and keep your information fresh and accessible. Another thing to worry about is the backlash if you fail to please a customer, it used to be that word of mouth was limited to that person’s person friends and family but with eWOM there is no limit to the rate and distance bad eWOM can spread.
  
  Great topic!

• #10 by Suri on 11/29/13 - 4:02 PM

  

  Thank you all for your thoughtful posts. You make some excellent points regarding the growing trends and usage of eWOM as well as the importance of monitoring the eWOM that is out there. Regarding the persuasiveness of eWOM, the results of our study showed that in fact, NOT all eWOM types are equal, nor do they have the same degree of persuasiveness.
  Glad you enjoyed the blog!

• #11 by Lawrence Howell on 11/29/13 - 10:29 PM

  

  Electronic Word-of-Mouth (eWOM) and social media has not only changed the way we communicate, but how many corporations market to consumers. This was a great summary of the different frameworks of eWOM communications. As long as there is internet service, these four frameworks of communication are used every second of the day. Many-to-one are often used by organizations to conduct surveys for customer feedback. When it comes to marketing, one-to-many and many-to-many are the two most commonly used, with one-to-many the preferred method for most marketing consultants. We probably all receive at least one email a day market a product or service on our personal email accounts. The eWOM category that I use the most has to be one-to-one with the use of emailing and instant messaging everyday at work. I also utilize one-to-many communications to review personal feedback before purchasing a product or service.

• #12 by Sonia Morris on 11/30/13 - 11:09 AM

  

  Your summary of the eWOM communication being used by marketing professionals is very informative. Time has proven the WOM has always been the cheapest and most reliable form of marketing; so it would seem fit that its electronic version would provide the same benefits. I do believe that they all have the same degree of effectiveness as long as it is geared towards the targeted market. For example, a customer review about the Dyson vacuum will determine if I want to invest $500 on a vacuum on QVC, whereas United customer service skills will determine if I would want to fly on their airlines with an expensive piece of equipment. The eWOM I used most is the customer's review.

• #13 by Francis Morales on 11/30/13 - 12:19 PM

  

  I believe eWOM although fairly new has made a big impact on the decision making of consumers as to buying a particular product. Most eWOM communications involve the internet as oppose to the traditional WOM where sharing of information was done in small groups and with very limited internet use. eWOM is a much faster way of accessing product information and consumers reviews both positive and negative through varies settings such as blogs, newsgroups, and other social sites. I personally have used the many-to-one method of eWOM when choosing to buy a particular product and find it affective.

• #14 by Nelson L on 11/30/13 - 7:42 PM

  

  I believe that eWOM has definitely changed how some consumers are treated by businesses. In years past companies would be less likely to suffer the impacts of poor customer service. With the advent of social media and eWOM now businesses are forced to tread carefully and truly strive to provide the best customer service possible. As an example a local fitness club was advertising a promotion of $0 down followed by $10 per month membership fee. A close friend went by the fitness center and tried to take advantage of the deal but the lady behind the counter advised him that he had missed it by 1 week. When he asked if they could please make an exception because his schedule did not allow him to get there sooner, she simply laughed at him. My friend then asked to please speak to a manager and the manager also basically told him to get lost. My friend then posted a comment on his Facebook page regarding the interaction with the fitness center and how unwilling they were to accommodate him. Within 3 days the manager from the fitness center posted a reply apologizing and offering to reinstate the promotion along with 3 months of waived membership dues. I believe that this response was strictly due to the fact that he has about 2000 friends on Facebook which equates to a significant negative amount of eWOM. In the past this would not have been possible as it would be very difficult for my friend to spread WOM to his 2000 friends and it would be impossible for the fitness center to realize the impact of their actions on a measurable scale.
     I personally do not participate in social media as I have no desire to share my personal thoughts or personal experiences with the world. I do however utilize many-to-one, many-to-many, one-to-many for my own benefit to make the most informed choice when selecting goods and services. One-to-one I usually dismiss as spam or junk mail and disregard.

• #15 by Natalie Johnson on 12/1/13 - 10:53 AM

  

  Electronic word of mouth is a new trend within the past few years. More and more businesses, colleges and many types of organizations are using eWOM because of the social reach it has. For example a time when I used this was for the company Birchbox. I honestly did not know what it was until I saw one of my friends post something about it on Facebook. I clicked on the link and asked her about it. It is basically a samples box of different hair, skin, and other cosmetics products suited on how you answer their questionnaire. I have signed up for it and am still receive it every month, love it and continue to buy the full size products. I never would have known about this website if it wasn't for eWOM. It is a great tool for many different businesses and organizations

• #16 by Melanie Meyer on 12/1/13 - 4:47 PM

  

  For Many-to-one eWOM, gives a good idea to what consumers like most because it shows the trend or preference of what people want. Many-to-many allows people to engage in discussions about certain topics which allows consumers to communicate well and allows them to understand what each other likes. One-to-many allows consumers to read reviews so they can better understand what other consumers think. Finally, one-to-one is private communication and allow consumers to engage in instant messaging or email to persuade the consumers.
  
  I think all of these concepts have their own way of persuading consumers and they can all work in different ways. It depends on what the consumer does most like if they are reading their emails, or going on twitter, Instagram or Facebook, to reading reviews online when they want to know more about something they are buying, or discussing products online.
  
  I personally love reading my emails because they go directly to my phone and I can open up and see if there are deals or discounts on the products I love most or stores I visit most. Therefore, I would say one-to-one is the category I would use most. I also enjoy reading reviews to see if I will purchase something or visit that store. Other consumer inputs allow me to better understand different views and if they are all negative, I most likely will not make the purchase. Emails are the best way for consumers like me to engage in what someone is selling and read more about it, once I do that I will read some reviews and make a decision from there.

• #17 by Aimee on 12/1/13 - 7:00 PM

  

  This is a great article! I think it depends on the person as to which type of eWOM is the most persuasive. For example, some people are more persuaded by many-to-one where it is easy to see and follow the trend, whereas others are more persuaded by one-to-one if they feel the need for individual attention. Personally, through social media sites like facebook and twitter, I am most exposed to one-to-many eWOM by statuses and tweets.

• #18 by Terrance Stanford on 12/1/13 - 9:37 PM

  

  I believe that these different eWOM types can all help contribute to the overall way that information is communicated between consumers. To be equal in terms of persuasiveness would not be valid due to the thought of a one-to-one communication which would be much more private and would find more value from that one person than others. Someone I know personally, I would find more validity in what they feel compared to hundreds of opinions. I honestly use the many-to-one the most which involves voting based on my preference over any other communication style.

• #19 by Jina Barthelemy on 12/2/13 - 6:28 PM

  

  eWOM is common on social media sites and the framework is accurate of the types of eWOW companies/consumers utilize to communicate. The degrees of persuasiveness depend on what’s being marketed and how companies respond to negative reviews. If someone is researching where to stay on vacation, one-to-many is much more persuasive than one-to-one. I use the one-to-many most. I don’t take the time to write a review about a product/service unless it is superior or really poor. I don’t bother for average service, it’s not worth my time.

• #20 by Ariel Rivero on 12/2/13 - 7:20 PM

  

  I think that eWOM is becoming popular in today's world due to the technology evolving year by year. eWOM initiates with the social media, where applications like Facebook and Twitter are used as a means of communication between individuals, where eWOM is vastly practiced. eWOM is also easier for us to communicate with others because we can do it right from our homes. I believe that eWOM is going to stay popular in the future because technology is only getting better and the means of communicating to come will only improve. I personally use many-to-many communications often as I like to browse through different forums and post my opinions to the public.

• #21 by Suri on 12/3/13 - 11:34 PM

  

  Thank you all for sharing your interesting thoughts and comments on this blog. I am pleased that you found this topic relevant. As I read through the posts, I found the idea that some of you will participate in certain forms of eWOM and only use others as a source for information intriguing. Many of you also correctly pointed out some of the differences between traditional WOM vs. eWOM. While traditional WOM (face to face) which usually emanates from a sender who is known to the receiver of the information, has been seen as high in credibility and persuasiveness as compared to sponsored advertising and other promotions it is not as clear how eWOM functions in this regard. The electronic nature of eWOM in most instances eliminates the receiver’s ability to judge sender and message credibility. Based on the examples that many of you shared, it appears that in fact we do use eWOM information in making our decisions. It appears that though the different eWOM formats may differ regarding their overall persuasiveness, in general eWOM is perceived as credible and is persuasive, just like traditional WOM. As such, you are correct as well that marketers cannot ignore the interactivities that are going on among consumers. Indeed, eWOM has a larger influence in generating product interest among consumers than firm-initiated marketing communications such as advertisements.
  Thank you for sharing your thoughts.

• #22 by Lazaro Hernandez on 12/4/13 - 11:21 PM

  

  The framework presented helps put into perspective the different types of eWOM available and further breaks it down into the level of interactivity (Low or High) and whether it is collective or individual. This really helps put it into perspective and see the differences quickly without much thought process.
  
  As for the persuasiveness, to me this depends on the communicator. I read things sometimes that completely turn me off and just make me ignore the rest of the post from a particular person. Some are entertaining but not persuasive. So I would argue that the persuasion would be depending on the messenger and the messenger being sent. If the receiver does not agree with the sender of the message, than they are less likely to be persuaded. So I don’t feel that any particular type is for persuasive than the other, although sometimes group pressure might have some impact.
  
  I personally like low interactivity but individual as with blogs or reviews. This way many can hear my opinion but it does not require constant feedback from me, which can be time consuming. At the same time I like reading what others have to say without so much interaction from my part. I like keeping it simple and fast. Don’t like to spend a lot of time needlessly. I sometimes feel that technology is saving us so much time by making us more efficient but then we turn around and use that time gained by squandering it on technology rather than on more desirable productive things.

• #23 by Danays Falcon on 12/5/13 - 10:27 AM

  

  It’s evident that eWOM provides an accurate example of the way the market itself and consumers are evolving. Facebook, Twitter, and Youtube are part of the one-to-many groups that firms and individuals are utilizing to advertise/promote their product, services, and at time, themselves. Now at day, our current society is very much technology driven. We do not leave the house without our cell phones; we are constantly checking or Facebook, Twitter, and email accounts. May of us consider technology “power.” Consider this fact; these particular tools have given firms and individuals the ability to reach thousand even millions of people at once.

• #24 by Ernesto Garcia on 12/5/13 - 8:33 PM

  

  E-WOM can be very influential depending on the platform or venue. There have been several instances that reviews on various products and services has either given confidence towards purchase or has steered me away from a brand or service. In the case of Facebook and other social media sites, the court of public advice or opinion may carry a greater weight with E-WOM due to the participants being trusted acquaintances, family and friends. With this in mind, E-WOM has become a factor with contemporary marketing and will force the marketing industry to identify and find ways to improve customer relationships so the that E-WOM can be more positive.

• #25 by Bethany Uhrinek on 12/6/13 - 9:24 AM

  

  Very interesting topic. I would add to the discussion that eWOM is definitely changing the way companies approach their marketing strategies. I'm seeing this in my own company as I have recently been involved in a very large RFP (Request for Proposal) which will result in a complete overhaul of our digital strategy and how we are communicating with our customers moving forward. Obviously a single channel is not optimal any longer and implementing more blog, texting and email is critcal in order to deliver customer value.

• #26 by Nadia Campbell on 12/6/13 - 4:34 PM

  

  This is new information to me. I was not familiar with the term Electronic Word-of-Mouth (eWOM) until I read this capture. It is quite interesting how social networking sits have become a prevailing communication technology in for current Internet users. I've learn this lead to consumer's enagament in eWOM via the social networks is becoming critical. The questions is what factors influence eWOM behavior in social networking sites and what are the underlying processes of eWOM communications. It seems to me that eWOM is a updated version of social media. People are now looking to communicate easier and faster; that is what the public wants. The eWOW format is set up not just for one tract function it is universal; people can communicate anytime and anywhere. I'm glad I read this, it has been very interesting. I'm quite sure eWOW will be growing faster than it is now and be a great use in marketing.

• #27 by Anakarina Cuccurullo on 12/15/13 - 10:10 PM

  

  I believe that electronic word of mouth is more persuasive than the personal word of mouth. The electronic word of mouth is easier to spread than the personal word of mouth. The one that I use the most is the electronic word of mouth through social media . For example, when I want to recommend to my friends to go to a restaurant, I post my recommendations on social media and others have the possibility to agree or disagree. That is the advantage of electronic word of mouth , that people that are not in the same place can share thoughts about something . On the marketing perspective is easier for marketers to use electronic word of mouth because they get more amount of participants with a low cost of advertising.

• #28 by Circuit Diagram on 4/2/14 - 1:53 AM

  

  Very interesting topic. I would add to the discussion that eWOM is definitely changing the way companies approach their marketing strategies. I'm seeing this in my own company as I have recently been involved in a very large RFP (Request for Proposal) which will result in a complete overhaul of our digital strategy.