From Electronic WOM to Social eWOM: Bridging the trust deficit

Jaakko Pihlaja, Hannu Saarijärvi, Mark T. Spence, Mika Yrjölä

Research output: Contribution to journalArticleResearchpeer-review

24 Citations (Scopus)


The purpose of this study is to identify and uncover characteristics of social electronic word-of-mouth. Social eWOM applies to social media platforms in which membership is restricted and content providers are known to recipients. In relation to traditional eWOM platforms that post anonymous reviews, social eWOM has several unique characteristics: intended audience, information trustworthiness, source evaluation, and interpersonal relationships. Therefore, social eWOM should be regarded as conceptually different from anonymous eWOM, with the two serving as endpoints on a continuum. Marketing managers should understand the distinct role and value-creating potential of social eWOM in relation to other forms of WOM and social media strategies should consider methods for converting anonymous eWOM into social eWOM.

Original languageEnglish
Pages (from-to)340-356
Number of pages17
JournalJournal of Marketing Theory and Practice
Issue number4
Publication statusPublished - 2 Oct 2017


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