eWOM refers to positive or negative statements made by customers about products or companies that are shared online. The document examines the consequences of eWOM for consumers and companies. For consumers, eWOM allows for more informed purchasing decisions but can be influenced by both positive and negative reviews. Companies must view eWOM as both an opportunity and a challenge, as it provides information about customers but can also influence brand perceptions. The type of eWOM platform impacts the credibility and trust of the information shared.

1. eWOM, CONSUMERS AND COMPANIES Second seminar paper – New Media & Society Tanja Papež

2. Word-Of-Mouth “ oral, person-to-person communication between a receiver and a communicator whom the receiver perceives as non-commercial, regarding a brand, product, or service ” ( Arndt ) long history of research in marketing and communication studies

3. eWOM or word-of-mouse with the development of web based technologies, especially web 2.0 “ refers to any positive or negative statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institution via the internet” ( Hennig-Thurau and others )

4. Research question W hat consequences has eWOM on consumers decisions and on companies ? post-modern consumerism and more and more acess to internet

5. weak ties communities anonymity company (or marketer)-generated sites consumer (or non-marketer)-generated si tes eWOM platform (credibility and quality) trust

6. COMPANIES opportunity and challenge virtual brand communities information about potential and existing consumers CONSUMERS negative vs. positive eWOM informed consumers need for sharing influence on purchase intentions

7. QUESTIONS? Does eWOM has impact on consumers ’ wish to consume ? H ow eWOM platform (for example comparison between discussion forums, blogs and consumer review sites) can affect credibility and quality of trust in eWOM ?