Determinants of eWOM Persuasiveness – ALiterature Review

ABSTRACT: Electronic word-of-mouth (eWOM) has surpassed conventional marketing tools in influencingconsumers in the Internet era. Thus, eWOM is gaining increasing attention from scholars and practicalmarketers in various industries. In this regard, this review paper focuses on factors that determine eWOMpersuasiveness. We applied the systematic review technique to analyze content of 45 related articles. Ourfindings show that argument quality and source credibility are two major determinants of eWOMpersuasiveness that have been addressed in a huge number of existing studies. In adition, some other factorsthat influence eWOM are found in recent emerging studies include source, consumer expertise and tie strength.

Keywords –eWOM, eWOMcredidibility,eWOMpersuasive, eWOM usefulness