Abstract:

With the advent of the Internet and especially social media, electronic word of mouth (eWOM) plays an influential role in person-to-person marketing. In this context, this article aims to provide an overview of the current state of eWOM research. Accordingly, we selected 1,033 academic articles from the database Scopus. Next, a latent semantic analysis was applied. The results allow distinguishing three areas of research, labeled as brand image, hospitality/tourism, and product evaluation.