It is widely recognized that the transition from Word-of-mouth (WOM) to electronic word-of-mouth (eWOM) allows for a wider and faster spread of information. However, little attention has been given to how digital channels expand the types of information consumers share. In this paper, we argue that recent years have seen a social media-facilitated move from opinion-centric eWOM (e.g. reviews) to behavior-centric (e.g.
information about friends’ music consumption on Spotify). A review of the concepts of WOM and eWOM and a netnographic study reveal that the current definitions and understandings of the concepts do not capture this new kind of consumer-to-consumer information transfer about products and services.
Consequently, we suggest an extension of those concepts:
Electronic Word of Behavior.

Publication information

Original languageEnglish
Publication date2015
Number of pages7
StatePublished - 2015
EventThe 44th EMAC Annual Conference 2015 - Leuven, Belgium
Duration: 26 May 201529 May 2015


ConferenceThe 44th EMAC Annual Conference 2015
Internet address

ID: 43984141