The current state of knowledge on electronic word-of-mouth in advertising research

With the development of new and digital media, consumers are increasingly giving, seeking, and sharing their brand-related experiences via online channels that lead to electronic word-of-mouth (eWOM) communication. Undoubtedly, eWOM has a powerful impact on advertising decisions, and the practice of eWOM advertising has received much attention from advertisers, policy-makers, and the academic community. It is clear as well that, eWOM is believed...