Revisiting the antecedent of electronic word-of-mouth (eWOM) during COVID-19 Pandemic

Abstract

The main feature of the Internet and e-commerce is electronic word-of-mouth (eWOM) through online reviews. As Internet users and their consumption of eWOM for product information overgrow in India, it is vital to examine the elements that influence the effectiveness of eWOM communication during COVID-19 pandemics. A systematic literature review has been conducted to assess the factors influencing eWOM in the online retailing context. The literature has been segregated into WOM, eWOM, the eWOM source credibility, eWOM message characteristics, eWOM platform, and outcome of eWOM adoption. The organised review provided a eWOM communication model and proposed an appropriate hypothesis to be tested. The finding concludes the significant relationship of eWOM determinants in building purchase intention, brand image, and attitude during COVID-19 pandemics. Previously conducted research examined the effect of source and message credibility; however, source homophily and website credibility in eWOM communication are rarely taken into account along with these constructs. This study will address more vigorous eWOM phenomena and empirical findings in the COVID-19 period. The study’s findings will help practitioners manage the power of eWOM communication for all stakeholders.