Ana Babi? Rosario|Kristine De Valck|Francesca Sotgiu
Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation
University of Denver|HEC Paris|Vrije Universiteit Amsterdam
electronic word mouth ewom prevalent consumer practice undeniable effects company bottom line yet remains overlabeled undertheorized concept thus marketers could benefit practical sciencebased roadmap maximize business value building consumer motivationopportunityability framework study conceptualizes three distinct stages ewom process ewom creation ewom exposure ewom evaluation stage adopt dual lensfrom perspective consumer sends receives ewom marketer amplifies manages ewom business resultsto synthesize key research insights propose research agenda based multidisciplinary systematic review 1050 academic publications ewom published 1996 2019 conclude discussion future ewom research practice