Electronic Word of Behavior: The Mediating Role of Social Media in Disclosing Otherwise Non-observable Product-related Behavior

Katrine Kunst

    Research output: Contribution to conferencePaperResearchpeer-review


    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.
    Original languageEnglish
    Publication date2015
    Number of pages7
    Publication statusPublished - 2015
    EventThe 44th EMAC Annual Conference 2015: Collaboration in Research - KU Leuven & Vlerick Business School, Leuven, Belgium
    Duration: 26 May 201529 May 2015


    ConferenceThe 44th EMAC Annual Conference 2015
    LocationKU Leuven & Vlerick Business School
    Internet address

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