electronic Word of Mouth (eWOM)

More than half of the century, word of mouth is recognized as an important factor building consumer behavior. WOM not only help to create customer loyalty, but It is one of the major force developing the brand image in the market. In this competitive digital era, the speed of spreading a single negative feedback can destroy brand image quickly. Marketers spend a large amount of money to understand consumer behavior and the level of satisfaction to sustain their brand image in the market.  

In this digital era, availability of social networking site strengthens consumer to spread their feedback with end number of consumers. Hyde, K. F. (2013) argued that after this dramatically increased ability, WOM becomes a central concern among modern marketing practitioners. This new face of WOM is now popularly known as electronic word of mouth (eWOM). 

The major difference in eWOM is that it occurs between to consumers who have little or no previous relation. this anonymity and privacy provide an immense comfort level to share their opinions. This exclusive feature dramatically increased the volume of eWOM which influences consumer buying behavior, as they trust their peer more than the sales advertisements. However, Lee & Youn (2009) present the second side of the coin, the anonymity the eWOM make it difficult to judge the relevancy and accountability of the feedback. 

In this digital ear, social media as well as review websites, markers sites, personal blogs and other chatting sites provide a platform to consumers to exchange their feedbacks with rest of the world. Thus, the impact factor of eWOM cannot be ignored by marketing practitioners. Of course, there is a question of wisdom for the consumer as well, whether to follow the anonymous feedback or the long term trustworthy brand. However, to sustain the brand image, markets need to keep eyes on eWOM and should try to create more positive eWOM to overcome a single negative feedback.  

reference

Hyde, K. F. (2013). Word of mouth: what we know and what we have yet to learn. Journal of consumer Satisfaction, Dissatisfaction and Complaining behaviour, 26, pp. 1-18.

Lee, M. & Youn, S. (2009). Electronic word of mouth (eWOM): How a eWOM platforms influence consumer product judgement. International journal of advertising, 28(3), pp. 473-499.doi:10.2501/S02650487019200709