| Abstract [eng] |
As we enter the digital age, Word-of-Mouth (WOM) communication is becoming increasingly prevalent, accessible from anywhere in the world, at any time, and to any user. Consumers often form positive or negative impressions of not only products and services but also brands based on the recommendations they read online. Moreover, modern consumers can instantaneously share their complaints with thousands of others, potentially leading to negative consequences for the brand. While research on the impact of electronic WOM (eWOM) has largely focused on consumer behavior (such as engagement and purchase), there remains a lack of research analyzing the impact of eWOM on brand reputation and credibility across various communication channels. Consequently, there is a need to formulate a scientific question: What impact do communication elements of electronic recommendations have on brand credibility and reputation? |
