Abstract
E-WOM initiatives represent an important purchasing influence through peer content generation, which affects how consumers perceive brands while building trust relationships. The research investigates EWOM influences based on review quantity along with message perception and emotional bonding with sources, focusing on purchaser actions. Positive reviews increase brand credibility according to research findings, but balanced negative reviews contribute to better authenticity. The paper investigates the use of AI sentiment analysis together with social media electronic Word of Mouth and personalized engagement systems as new approaches for enhancing trust in digital consumer relationships. The research discusses review moderation ethics alongside topics regarding counterfeit reviews, as well as privacy and regional implementation requirements. Organizations need to use technological solutions to increase EWOM authenticity and achieve real-time engagement, which creates sustainable trust from digital consumers in online marketplaces. Coming studies must explore how AI improves digital word-of-mouth filtering and cross-cultural influences to establish effective electronic word-of-mouth marketing approaches.
Keywords: Electronic Word-of-Mouth, Consumer Behavior, Purchase Decision-Making, Source Credibility, Digital Marketing, Online Review
References
Al-Jaafreh, A., & Al-Adaileh, R. (2020). The impact of electronic word of mouth (EWOM) on consumer purchasing intention. International Journal of Academic Research in Business and Social Sciences, 10(6), 45–56. https://doi.org/10.6007/IJARBSS/v10-i6/7281
Almana, A. M., & Mirza, A. A. (2013). The impact of electronic word of mouth on consumers’ purchasing decisions. International Journal of Computer Applications, 82(9), 23–31. https://doi.org/10.5120/14160-2309
Forman, C., Ghose, A., &Wiesenfeld, B. (2008). Examining the relationship between reviews and sales: The role of reviewer identity disclosure in electronic markets. Information Systems Research, 19(3), 291–313. https://doi.org/10.1287/isre.1080.0193
Ismagilova, E., Slade, E., Rana, N. P., &Dwivedi, Y. K. (2020). The effect of electronic word of mouth communications on intention to purchase: A meta-analysis. Information Systems Frontiers, 22, 1203–1226. https://doi.org/10.1007/s10796-019-09924-y
Park, D.-H., & Lee, J. (2008). Consumer response to online reviews: The impact of review quality and quantity. International Journal of Hospitality Management, 28(1), 100–104. https://doi.org/10.1016/j.ijhm.2008.03.008
Roy, S., Paul, J., & Sinha, P. K. (2024). Examining the influence of electronic word-of-mouth (EWOM) characteristics on purchase decision-making. Journal of Consumer Behaviour.https://doi.org/10.xxxx/jcb.2024.xxx(Note: Replace with actual DOI when available)
Sen, S., &Lerman, D. (2007). Why are you telling me this? An examination into negative consumer reviews on the Web. Journal of Interactive Marketing, 21(4), 76–94. https://doi.org/10.1002/dir.20090
Sulthana, S., &Vasantha, S. (2019). Influence of electronic word of mouth (EWOM) on consumers’ purchase intention. International Journal of Recent Technology and Engineering (IJRTE), 8(1c2), 208–212.
Taalohi, M. (2024). The moderating role of brand equity in the relationship between EWOM and purchase intention. Journal of Marketing Perspectives.https://doi.org/10.xxxx/jmp.2024.xxx(Note: Replace with actual DOI when available)
Zhu, F., & Zhang, X. (Michael). (2010). Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics. Journal of Marketing, 74(2), 133–148. https://doi.org/10.1509/jmkg.74.2.133
Lin, X., Featherman, M., Brooks, S. L., &Hajli, N. (2018). Exploring gender differences in online consumer purchasedecision making: an online product presentation perspective. Information Systems Frontiers,1–15. https://doi.org/10.1007/s10796-018-9831-1.
Dwivedi, Y. K., Rana, N. P., Jeyaraj, A., Clement, M., & Williams, M. D. (2017). Re-Examining the unified theory of acceptance and use of technology (UTAUT): towards a revised theoretical model. Information Systems Frontiers, 1–16. https://doi.org/10.1007/ s10796-017-9774-y.
Lee, Y. J., Keeling, K. B., &Urbaczewski, A. (2017). The economic value of online user reviews with ad spending on movie box-office sales. Information Systems Frontiers. https://doi.org/10.1007/ s10796-017-9778-7.
Ismagilova, E., Slade, E., Rana, N. P., &Dwivedi, Y. K. (2019). The effect of characteristics of source credibility on consumer’sbehaviour: A meta-analysis. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2019.01.005.