The digital evolution of word-of-mouth communication: assessing the impact of electronic word-of-mouth on consumer decision-making journey

Feng, Zhiteng (2019) The digital evolution of word-of-mouth communication: assessing the impact of electronic word-of-mouth on consumer decision-making journey. Doctoral thesis, University of East Anglia.

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Abstract

The current thesis comprises three interrelated and independent studies which have been accomplished in two main phases. In phase one, a framework has been proposed to systematically review the eWOM and consumer decision-making literature. The systematic review analyses 113 empirical studies to examine the current state of knowledge regarding how electronic word-of-mouth (eWOM) facilitates consumers’ purchase decision-making journey. Findings in this study are presented following the stages of Engle, Kollat and Blackwell (1987)’s decision-making model. In each of the decision-making stage, relevant eWOM characteristics are discussed with regard to their dynamic influence on the cognitive (e.g. eWOM acceptance), affective (attitude towards the products) and behavioural (purchase intention) elements underlying the decision-making behaviour. As evidenced by the systematic review, the current eWOM research has been centred on the verbal communication aspects and overlooked the way word-of-mouth information delivers in digital environment and its impact on consumers’ decision-making. In phase two, two studies are therefore designed to focus on the diversity of word-of-mouth communication medium in the online environment. More specifically, these two studies empirically investigated two emerging aspects of eWOM, namely visual eWOM and mobile eWOM. By employing online data and survey data, the findings of empirical researches in phase two shed light on the critical role of eWOM communication medium by empirically showing the medium that represent eWOM (visual eWOM) and deliver eWOM (mobile eWOM) influence consumers’ decision-making journey cognitively (e.g. how consumer evaluate the information and decision outcome) and affectively (e.g. how consumer feel about the decision-making process). Practical and theoretical implications are discussed.

Item Type:	Thesis (Doctoral)
Faculty \ School:	Faculty of Social Sciences > Norwich Business School
Depositing User:	Zoe White
Date Deposited:	27 Jun 2025 13:36
Last Modified:	27 Jun 2025 13:36
URI:	https://ueaeprints.uea.ac.uk/id/eprint/99755
DOI:

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