Applying Elaboration Likelihood Model to Develop a Framework of Electronic Word of Mouth (eWOM): An Abstract

Research output: Chapter in Book/Report/Conference proceedingChapter


Word-of-mouth studies have been extended to the online environment with the increasing engagement of consumers in sharing and gathering information. Industry report suggests that two-thirds of consumers trust consumer opinions posted online—the third-most-trusted format, higher than traditional advertising channels (Nielsen 2015). Electronic word of mouth (eWOM) has been widely adopted by consumers in purchase decision-making. Elaboration likelihood model developed by Petty and Cacioppo (1986) has been widely used in persuasion studies. Prior research on eWOM has applied the ELM model in explaining the effect of eWOM on consumer behavior. However, there is no consensus on how consumers process eWOM in different conditions with different cues. This paper seeks to develop a framework of consumers’ eWOM processing based on the ELM model. The author links the factors studied in the eWOM literature, such as characteristics of review content and reviewer, involvement, and prior knowledge, with the major components in the ELM model, such as motivation and ability, together. The framework provides an overview of the current studies.

Original languageEnglish (US)
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Number of pages1
StatePublished - 2017
Externally publishedYes

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

All Science Journal Classification (ASJC) codes

  • Strategy and Management
  • Marketing


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