BBAuthors: Rosario, Ana Babić; Advisor: -; Participants: Valck, Kristine de; Sotgiu, Francesca (2019)
Electronic word of mouth (eWOM) is a prevalent consumer practice that has undeniable effects on the company bottom line, yet it remains an over-labeled and under-theorized concept. Thus, marketers could benefit froma practical, science-based roadmap to maximize its business value. Building on the consumer motivation–opportunity–ability framework, this study conceptualizes three distinct stages in the eWOMprocess: WOMcreation, eWOMexposure, and eWOMevaluation. For each stage, we adopt a dual lens—from the perspective of the consumer (who sends and receives eWOM) and that of the marketer (who amplifies and
manages eWOM for business results)—to synthesize key research insights and prop... 
