The relationship between electronic word of mouth and brand: A systematic review and future research agenda

IF 8.6 2区 管理学 Q1 BUSINESS
Chahat Maru, T. Sai Vijay
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引用次数: 0

Abstract

Consumers often rely on electronic word-of-mouth (eWOM) interaction as a source of information about brands. It helps them in making decisions about their purchases. This study aimed to assess electronic word of mouth and identifies its relationship with various brand characteristics. 279 research articles examining eWOM and brand relationship were systematically identified and extracted from Scopus-based and peer-reviewed literature. A bibliometric analysis was conducted on these articles using bibliometrix-R and VOSviewer. This review highlighted the most frequently cited and co-cited articles in the domain and evolution of research in the domain using the SPAR-4-SLR methodology. Additionally, based on the Antecedent–Decisions–Outcome (ADO) framework, a comprehensive review was done which highlighted the most-studied brand attributes as antecedents, decisions, and outcomes in the eWOM literature. This investigation revealed that the brand attitude was studied the most followed by brand image, brand engagement, and so forth. Further, the ADO framework is used to summarize this study's scholarly contributions, practical applications, and future research prospects. Furthermore, brand hate, authenticity, activism, congruence, and personality, co-creation, and identity were deduced as future trends in this domain.

电子口碑与品牌之间的关系:系统回顾与未来研究议程
消费者通常依赖电子口碑(eWOM)互动作为品牌信息的来源。这有助于他们做出购买决定。本研究旨在评估电子口碑并确定其与各种品牌特征之间的关系。从基于 Scopus 的同行评审文献中系统地识别和提取了 279 篇研究电子口碑与品牌关系的文章。使用 bibliometrix-R 和 VOSviewer 对这些文章进行了文献计量分析。该综述使用 SPAR-4-SLR 方法突出了该领域中最常被引用和联合引用的文章,以及该领域的研究演变情况。此外,基于前因-决策-结果(ADO)框架,我们还进行了一次全面的综述,重点介绍了在网络口碑文献中作为前因、决策和结果而研究最多的品牌属性。调查显示,对品牌态度的研究最多,其次是品牌形象、品牌参与度等。此外,还使用了 ADO 框架来总结本研究的学术贡献、实际应用和未来研究展望。此外,还推断出了品牌仇恨、真实性、积极性、一致性以及个性、共同创造和身份认同是这一领域的未来趋势。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
13.60
自引率
23.20%
发文量
119
期刊介绍: The International Journal of Consumer Studies is a scholarly platform for consumer research, welcoming academic and research papers across all realms of consumer studies. Our publication showcases articles of global interest, presenting cutting-edge research from around the world.
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