Journal of Management Research
Volume 20, Number 1 (January - March 2020)
ISSN: 0972-5814 Online ISSN: 0974-455X
Exploring The Triad of eWOM, eWOM Generator Engagement and Consumer Engagement A Conceptual Framework
Mukta Srivastava and Sreeram Sivaramakrishnan
| Abstract |
While there is considerable literature on electronic word of mouth (eWOM), eWOM generator engagement (EGE), and consumer engagement, there are very few studies which explore the relationships between these constructs. In this study, concepts like word of mouth (WOM), eWOM, eWOM volume and valence, content quality, and generator/user engagement are discussed at length. A conceptual model is proposed to link these seemingly related constructs. Several key research questions have alsobeen outlined based on the gap analysis conducted in the area of eWOM and consumer engagement.
The present study is based on a review of the literature and, hence, is theoretical in nature. Further empirical research is recommended to establish the model. Future studies, specifically those employing quantitative and experimental methods, are suggested to test the model across a variety of industries and contexts. The empirical analysis and validation of the proposed model will surely help companies to understand the role of EGE in the overall engagement model. Additionally, the present study is expected to contribute to a wide variety of domains, such as digital marketing, advertising, CRM, etc.
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