The impact of eWOM: a study on the adoption of opinions on consumer online communities

Jorge Brantes Ferreira, Angilberto Freitas, Eduardo Rocha Guarana, Thais Vieira de Lima, Juliana Werneck Rodrigues, Cristiane Junqueira Giovannini


Internet has revolutionized word-of-mouth marketing. Once face-to-face, word-of-mouth communications can now be exchanged globally via a multitude of platforms, allowing virtual strangers to share information regardless of geographical boundaries. This study aims to evaluate factors affecting the adoption of information among members of online consumer communities. Structural Equation Modelling (SEM) was used to analyze data from a 288 respondent sample acquired via survey and results indicate that information utility, majorly driven by its relevance and reliability, is crucial for information adoption processes.


e-commerce, eWOM, consumer behavior

Full Text:



Aaker, D., Kumar, V., & Day, G. (2001). Pesquisa de Marketing. São Paulo: Atlas.

Bailey, J. E., & Pearson, S. W. (1983). Development of a tool for measuring and analyzing computer user satisfaction. Management Science, 29(5), 530-545.

Byrne, B. M. (2010). Structural Equation Modeling with AMOS: Basic Concepts, Applications and Programming. (2ª ed.). New York: Routledge.

Chaiken, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of Personality and Social Psychology, 39(5), 752-766.

Chaiken, S. & Eagly, A.H. (1976). Communication modality as a determinant of message persuasiveness and message comprehensibility. Journal of Personality and Social Psychology, 34(4), 605-14.

Chan, Y., & Ngai, E. (2011). Conceptualising electronic word of mouth activity: An input-process-output perspective. Marketing intelligence & Planning, 9(5), 488-516.

Chen, Z., & Lurie, N.H. (2013). Temporal Contiguity and Negativity Bias in the Impact of Online Word of Mouth. Journal of Marketing Research. 50(4), 463-476.

Cheung, C. M., Lee, M. K. (2008). Rabjohn, N. The Impact of electronic word-of-mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229-247.

Cheung, M., Luo, C., Sia, C., & Chen, H. (2009). Credibility of Electronic Word-of-Mouth: Informational and Normative Determinants of On-line Consumer Recommendations. International Journal of Electronic Commerce. 13(4), 9-38.

Citrin, A. V. (2001). Information quality perceptions: the role of communication media characteristics. Information and Learning, 17, 1-143

Doll, W.J., & Torkzadeh, G. (1988). The measurement of end-user computing satisfaction. MIS Quarterly, 12(2), 259-74.

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly. 13(3), 319-340.

Dunk, A. S. (2004). Product life cycle cost analysis: the impact of customer profiling, competitive advantage, and quality of IS information. Management Accounting Research. 15(4), 401-414.

Fornell, C.. & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18, 39-50.

Gelb, B. D., & Sundaram, S. (2002). Adapting to “word of mouse”. Business Horizons Greenwich, 45(4), 21-5,

Goldsmith, R. E. (2006). Electronic Word-of-Mouth. In: Khosrow-Pour, M. Encyclopedia of E-Commerce, E-Government, and Mobile Commerce. Pennsylvania: IGI Global.

Goldsmith, R. E. & Horowitz, D. (2006). Measuring motivations for online opinion seeking. Journal of Interactive Advertising, 6(2), 1-16.

Hennig-Thurau, T., Gwinner, K., Walsh, G., & Gremler, D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.

Hovland, C. I.; Weiss, W. (1951). The Influence of Source Credibility on Communication Effectiveness. The Public Opinion Quarterly, 15(4), 635-650.

Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1-55.

Katz, E., & Lazarsfeld, P. F. (1955). Personal influence: the part played by people in the flow of mass communications. Illinois: The Free Press.

Khammash, M., & Griffiths, G. H.( 2011). ‘Arrivederci, Buongiorno’ – Electronic word-of-mouth (eWOM), antecedences and consequences. International Journal of Information Management, 31(1), 82-87.

Kozinets, R. V., De Valck, K., Wojnicki, A.C., & Wilner, S.J. (2010). Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities. Journal of Marketing. 74(2), 71-89.

Lee, M.K., Cheung, C.M., Lim, K.H., & Sia, C.L. (2006). Understanding customer knowledge sharing in web-based discussion boards: an exploratory study. Internet Research, 16(3), 289-303.

Liang, S.W., Ekincia, Y., Occhiocupoa, N., & Whyatt, G. (2013). Antecedents of travellers’' electronic word-of-mouth communication. Journal of Marketing Management. 29(5/6), 584-606.

Madu, C. N., & Madu, A. A. (2002). Dimensions of e-quality. International Journal of Quality and Reliability Management. 19(3), 246-258.

Mcdonough, M. (1997). Frequently asked questions: virtual communities. Artigo preparado para o Thomsom Virtual Communities Laboratory.

Mckinney, V., Yoon, K., & Zahedi, F. M. (2002). The measurement of web-customer satisfaction: an expectation and disconfirmation approach. Information Systems Research, 13(3), 296-315.

Parasuraman, A., Grewal, D., & Krishnan, R. (2006). Exploring marketing research. (2ª ed.) South Western College Pub.

Park, C., & Lee, T. (2009). Information direction, website reputation and eWOM effect: A moderating role of product type. Journal of Business Research, 62(1), 61-67.

Petty, R. E., Cacioppo, J. T. (1986). Communication and Persuasion: Central and Peripheral Routes to Attitude Change. New York: Springer-Verlag.

Petty, R. E., Cacioppo, J. T. & Schumann D. (1983). Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement. Journal of Consumer Research, 10(2), 135-146.

Sullivan, C. (1999). Marketing the web in other media. Editor & Publisher. 132(9), 30.

Sussman, S. W., & Siegel, W. S. (2003). Informational Influence in Organizations: An Integrated Approach to Knowledge Adoption. Information Systems Research, 14(1), 47-65.

Varadarajan, P. & Yadav, M. (2002). Marketing strategy and the internet: an organizing framework. Journal of Academy of Marketing Science, 30(4), 296-312.

Vieira, V. A., Matos, C. A., & Slongo, L. A. (2009). Avaliação das relações entre qualidade de serviço do site, satisfação, valor percebido, lealdade e boca a boca por meio de um modelo teórico. Revista de Administração, 44(2), 131-146.

Wixom, B. H., & Todd, P. A. (2005). A theoretical integration of user satisfaction and technology acceptance. Information Systems Research. 16(1), 85-102.

Wu, C.; Shaffer, D. (1987). Susceptibility to persuasive appeals as a function of source credibility and prior experience with the attitude object. Journal of Applied Psychology, 52(4), 677-688.

Ya, Y., Vadakkepatt, G., & Joshi, A. (2015). A Meta-Analysis of Electronic Word-of-Mouth Elasticity. Journal of Marketing. 79(2), 19-39.

Copyright (c) 2016 Tourism & Management Studies

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.