Abstract

RODRIGUEZ OREJUELA, Augusto; OSORIO ANDRADE, Carlos Fernando  and  PELAEZ MUNOZ, Jenny. Two decades of research in Electronic Word of Mouth: a bibliometric analysis. Pensam. gest. [online]. 2020, n.48, pp.251-275.  Epub May 10, 2021. ISSN 1657-6276.

The purpose of this document is to analyze the literature developed around electronic voice-to-voice (eWOM), in two decades, identifying the evolution of the field, main authors, institutional affiliation, countries of higher production, key concepts and future lines of research. A bibliometric analysis of 811 articles published in the Web of Science is used, two streams of research in the area are identified, one focused on analyzing the history of eWOM and the other on studying eWOM behavior in the context of the industry of the hospitality and tourism. The most recurrent terms studied in this field are also identified.

The results reflect that research in eWOM has grown steadily in recent years, however, the study of this phenomenon in Latin America continues at an incipient stage of development. They are proposed as future lines of research, relating the eWOM with little explored variables, such as the quality of the product and the service, social capital and brand equity.

Also consider addressing novel methodologies for your study, such as sentiment analysis using machine learning. This research contributes to the field of research in eWOM since it presents scientific indicators through the use of bibliometric techniques that until now have not been used to review the literature around this concept.

Keywords : bibliometric analysis; eWOM; consumer behavior; marketing; social networks.

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