E-WOM in the B2B context: conceptual domain, forms, and implications for research

Chatzipanagiotou, K. , Azer, J. and Ranaweera, C. (2023) E-WOM in the B2B context: conceptual domain, forms, and implications for research. Journal of Business Research, 164, 113957. (doi: 10.1016/j.jbusres.2023.113957)

Abstract

Despite a vast increase in electronic word-of-mouth (e-WOM) research over the past two decades, insights into e-WOM in the Business-to-Business (B2B) context have been limited, resulting in an incomplete understanding of its meaning and the market implications. The existing conceptualizations of e-WOM are deeply entrenched in the characteristics of a particular context—Business-to-Customers (B2C)— and, consequently, focus exclusively on end customers. The diversity of B2B stakeholders and the complexity of their relationships in the online communicative space demand a clearer understanding of the e-WOM concept in this specific context. This paper synthesizes the key studies in this area and proposes an organizing framework for online B2B communicative networks based on a stakeholder approach. It differentiates between seven forms of e-WOM, illustrating its complexity in B2B contexts and allowing a fine-grained understanding of the phenomenon. Informed by the literature reviewed, this paper offers a more nuanced conceptualization of e-WOM, emphasizing its ability to cover a range of contexts. It enables firms to fully understand the concept and manage their relationships with different e-WOM actors/stakeholders in the online environment. A future research agenda is provided for the field, allowing researchers to direct and craft B2B e-WOM theory and practice.

• Item Type: Articles
• Keywords: Business-to-business (B2B), electronic word-of-mouth (e-WOM), business networks, stakeholders.
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Chatzipanagiotou, Dr Kalliopi and Azer, Dr Jaylan

Creator Roles

Chatzipanagiotou, K.: Writing – review and editing, Writing – original draft, Methodology, Formal analysis, Data curation, Conceptualization
Azer, J.: Writing – review and editing, Writing – original draft, Methodology, Formal analysis, Data curation

• Authors: Chatzipanagiotou, K., Azer, J., and Ranaweera, C.
• Subjects: H Social Sciences > H Social Sciences (General)
• College/School: College of Social Sciences > Adam Smith Business School > Management
• Journal Name: Journal of Business Research
• Journal Abbr.: JBR
• Publisher: Elsevier
• ISSN: 0148-2963
• ISSN (Online): 1873-7978
• Published Online: 23 April 2023
• First Published: First published in Journal of Business Research 164:113957
• Publisher Policy: Reproduced in accordance with the publisher copyright policy