Transformation of WOM (Word of Mouth) From Traditional to Digital and Current Recommendations for e-WOM

Abstract

The conceptual and technological transformation of word of mouth (WOM) is one of the most effective and old factors in customers' purchasing decisions. Although digital WOM is expressed as e-WOM, it is similar to traditional WOM, but it differs in the perception of trust, as well as in speed and scope. It affects the fate of companies both positively and negatively. For this reason, it is essential for marketers to inactively and proactively develop e-WOM strategies that are as personalized as possible to ensure that a positive mark is left on the customers. This study demonstrates the e-WOM strategies and tactics that are relevant today to provide guidance to marketers.