The Impact of Electronic Word-of-Mouth (eWOM) on Social Media Networking: A Comprehensive Literature Review

Abstract

This review paper synthesizes existing literature on the impact of electronic word-of-mouth (eWOM) on social media networking, focusing on how user-generated communications influence consumer behaviors, social connections, and network dynamics. Drawing from key theories such as the Information Adoption Model (IAM), Information Acceptance Model (IACM), and Technology Acceptance Model (TAM), the paper examines eWOM's role in shaping purchase intentions, trust building, and community engagement on social networking sites (SNS). Through a comprehensive analysis of empirical studies, it highlights positive effects like enhanced decision-making and social capital, alongside challenges such as misinformation and bias. Gaps in research, including cross-cultural comparisons and longitudinal effects, are identified, with recommendations for future studies. This review contributes to social media studies by providing a structured overview for scholars and practitioners in the field.