Hong Kong Baptist University
Electronic Word-Of-Mouth (EWOM) communication has been one of the most exciting research areas of inquiry. There is an emerging attention on the effectiveness of eWOM communication. The scope of published studies on the impact of eWOM communication is rather broad and the studies appear relatively fragmented and inconclusive. In this paper, the authors focused on the individual-level eWOM research. They conducted a systematic review of eWOM research and identified key factors that are specific to the context of eWOM communication.