The implications of eWOM adoption on the customer journey

Purpose This paper aims to investigate customers' motives to engage with electronic word of mouth (eWOM), as well as the effect of eWOM on customer behavior, both at the purchase and post-purchase stages. Design/methodology/approach A qualitative approach was adopted, consisting of 30 semi-structured interviews with Thai consumers. Thematic analysis was used to analyze the data. Findings Information validation, product evaluation, purchase and...