eWOM (Electronic Word of Mouth)

Electronic Word of Mouth (eWOM) refers to the online sharing of opinions, experiences, and recommendations about products, services, or brands, which can significantly influence a company’s online reputation. eWOM has become a powerful force in shaping consumer perceptions and decision-making processes, as it is often perceived as more authentic and trustworthy than traditional forms of advertising.

eWOM encompasses user-generated content shared through various online platforms, such as social media, review websites, forums, and blogs. The proliferation of digital communication channels has amplified the reach and impact of eWOM, making it a crucial factor in shaping consumer perceptions and purchasing decisions. The viral nature of online content allows eWOM to spread rapidly, reaching a wide audience in a short period of time.

• Occurs on various online platforms (social media, review sites, forums, blogs)
• Includes positive and negative opinions, experiences, and recommendations
• Influences consumer perceptions and purchasing decisions
• Reaches a wide audience quickly due to the viral nature of online content
• Perceived as more authentic and trustworthy than traditional advertising
• Can have a lasting impact on a company’s online reputation
• Provides valuable insights into customer experiences and preferences
• Encourages transparency and accountability for businesses

A hotel that consistently receives positive reviews and recommendations on travel websites and social media platforms is likely to attract more bookings and maintain a strong online reputation. Conversely, a restaurant with numerous negative reviews detailing poor service or subpar food quality may struggle to attract new customers and suffer from a damaged online reputation.

• Monitor and respond to eWOM across relevant online channels
• Encourage satisfied customers to share their positive experiences online
• Address negative feedback promptly and professionally to mitigate potential damage
• Analyze eWOM data to identify areas for improvement and capitalize on strengths
• Integrate eWOM insights into marketing and customer service strategies