STUDYING THE EFFECTUALNESS OF ELECTRONIC WORD OF MOUTH COMMUNICATION (EWOM): A LITERATURE ANALYSIS STUDY

Electronic Word of Mouth (EWOM) is considered to be the most emerging areas to explore. There is an arising awareness on of EWOM communication effect. A range of research studies published on the effect of EWOM is preferably comprehensive but the integrated studies seems comparatively less and indecisive. With the help of a systematic review, study mainly concentrated on EWOM (individual level) and used a social communication to classify the prior EWOM studies and identified main factors connected to EWOM communication. This study will provide a new overview to the existing knowledge in EWOM domain