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A typology of electronic word of mouth (eWOM) channels Litvin et al., 2008) demonstrates the communication scope and level of interactivity when it comes to electronic word of mouth. Threads and discussion topics are often linked making information readily available.įigure 1. Where traditional word of mouth may lack in accuracy based on opinion and/or forgetfulness, eWom carries a trail of factual history a consumer can research, there and then. In most cases this is a reference to the sources’ website embedded in a post/eWom and directly connects the reader to the URL through the click of a button. Interactively engaging with consumers through social media, mobile phone applications and entertaining advertising campaigns, draws consumers to the source of these eWom strategies. How does this help attract users to company websites? Online platforms allow for content and information to be passed from person to person at far greater speed, connected to endless amount of detail and all this, at the click of a button and swipe of a page. It has a far greater potential of engaging with relevant consumers than traditional, ‘spoken’ word of mouth. Electronic word of mouth or “eWom” is an extremely powerful way of spreading brand recognition to a vast audience.