1Professor, School of Management, CMR University, Bangalore, Karnataka, India
2Professor and Head, School of Management, Jawaharlal Nehru Technological University, Ananthapuramu, Andhra Pradesh, India
3Asst Professor, Department of Management Studies, Ballari Institute of Technology and Management, Ballari
4Research Scholar, Department of Management, Jawaharlal Nehru Technological University, Ananthapuramu, Andhra Pradesh, India
*Corresponding Author E-mail: mahijogin@gmail.com
Online Published on 24 January, 2024.
In light of the growth of internet usage and its important role in the field of e-commerce, electronic word-of-mouth (eWOM) has been changing people’s behavior and decisions. People count on other users’ opinions and information; they sometimes even make offline decisions based on information acquired online. The purpose of this paper is to conceptualise Bilingual Approach towards eWOM activity from an input-process-output (IPO) perspective; propose a classification framework based on the identified academic literature; analyze eWOM literature in terms of quantitative development and qualitative issues that are useful to both academics and researchers; and provide directions and guidelines for future research studies in eWOM.
E-commerce, Electronic word-of-mouth
