Evidence and Implications of Electronic Word of Mouth

Abstract

This paper expands the understanding of word-of-mouth to include the unique traits of electronic word-of-mouth communication. A newsgroup content analysis is run to develop an understanding of electronic word-of-mouth scope and volume. An in-depth interview with a frequent newsgroup advice giver provides insight into the electronic word-of-mouth process. Finally, a simulation is fun to better understand the impact of electronic word-of-mouth.