Writing Resources
Electronic word of mouth e wom is any positive or negative statement made by people actual or a former customer which is available to a multitude of people via the internet while in traditional word of mouth the message disappears as soon as it is spoken in case of e wom the message remains over a period Electronic word of mouth e wom includes blogs online reviews social media posts and messages posted on online groups According to Abubakar and Ilkan 2016 this form of communication has taken on special importance with the emergence of online platforms which have made it one of the most influential information sources on the Web for instance in the tourism industry Sotiriadis and Van Zyl 2013 The advantage of this tool is that it is available to all consumers who can use online platforms to share their opinions and reviews with other users Where once consumers trusted WOM from friends and family today they look to online comments e wom for information about a product or service Nieto et al 2014 Electronic word of mouth e wom is an effective marketing strategy Chu and Kim 2011 Electronic word of mouth e wom marketing is appealing because it overcomes consumer resistance significantly price low and delivers fast especially through technology such as social media and mobile technologies Ye et al 2011 Electronic word of mouth e wom is defined as the flow that allows consumers to share their aspect online and directs consumers to party favor and go against specific products Cheung and Lee 2012 e wom includes informal communications from consumers about the characteristics and features of products or brands Ye et al 2011
