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eWOM - Electronic Word of Mouth

eWOM Marketing or Electronic Word of Mouth Marketing "refers to any positive or negative statement made by potential, actual, and former customers about a product or a company via the Internet." This is as opposed to tradition WOMM (Word of Mouth Marketing), or the spreading of an idea through traditional non-electronic means. For example, telling a friend about a great experience at a store. Social media platforms such as Twitter, Facebook, Pinterest, Amazon Reviews, and Yelp are the primary form of eWOM Marketing.

Significance of eWOM

The significance of eWOM is growing exponentially in the 21st century as the demand for a reputable online presence increases. 83% of Internet shoppers reported that their purchasing decisions are based on online product evaluations.

Why do people Engage in eWOM The Journal of Interactive Marketing has narrowed it down to 11 main motives:
 * 1) Concern for other consumers
 * 2) Desire to help the company
 * 3) Social benefits received
 * 4) Exertion of power over companies
 * 5) Post purchase advice seeking
 * 6) Self enhancement
 * 7) Economic rewards
 * 8) Convenience in seeking redress
 * 9) Hope that the platform operator will serve as a moderator
 * 10) Expression of positive emotions
 * 11) Venting of negative emotions