Impact of Electronic word-of-mouth on Brand image and Purchase Intention: A Methodological and Thematic Review

Electronic word of mouth is now considered one of the most reliable forms of communication in recent years. Electronic WOM is an important extension in consumer environment and is an outcome of activity on social media. This research has used a systematic review of literature methodology to present the work of past researchers on the topic and identify the methodologies and major themes which have been studied by researchers. A total of 42 research articles were reviewed. Four major themes were identified, namely customer satisfaction, communication, marketing and psychology. In terms of methods used by past researchers, nonempirical research method was found to dominate the various methodologies used. Suggestion for future research is based on Methodological and thematic review.