Electronic word of mouth 2.0 (eWOM 2.0) – The evolution of eWOM research in the new age

Hongfei Liu*, Chanaka Jayawardhena, Paurav Shukla, Victoria Sophie Osburg, Vignesh Yoganathan

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


Electronic word of mouth (eWOM) has evolved dramatically in the past 20 years, and is substantially shaping modern consumer behaviors and altering marketing management dynamics across both consumer and industry markets. We call this evolution “eWOM 2.0”, as captured in this Special Issue. Ten research articles advance our understanding in how eWOM drives the continued development of digital communication across B2B and B2C sectors. This Special Issue further contributes to understanding the constantly evolving landscape of eWOM research and practice, and points to the future directions for eWOM investigation and usage. In this editorial, we first outline the reasoning behind this special issue, followed by the summary of the articles, and the reflections on eWOM 2.0. We conclude by outlining future research opportunities that will propel the field further forward.

Original languageEnglish
Article number114587
Number of pages9
JournalJournal of Business Research
Early online date25 Feb 2024
Publication statusPublished - 1 Apr 2024

Bibliographical note

© 2024 The Author(s). Published by Elsevier Inc. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/)


  • Business ethics
  • Business-to-business (B2B)
  • Electronic word of mouth (eWOM/e-WOM)
  • Electronic word of mouth 2.0 (eWOM 2.0)
  • Word of mouth (WOM)


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