The Effectiveness of Electronic Word of Mouth on Consumers’ Perceptions of Adopting Products/Services - A Literature Review

The objective of this paper is to identify factors that influence the effectiveness of electronic word of mouth (eWOM) message on the consumers’ perception of adopting products/services offered through self-service technology and brick-and-mortar channels. We draw on “social communication framework” and “Grounded Theory Literature Review Method” to systematically review the factors investigated in the extant eWOM literature to synthesize the...