Sbibliometric analysis of global research trends on electronic word of mouth using scopus database

Abstract

Marketers should better understand how customers view and analyze social media eWOM information to facilitate their shopping choices. In particular eWOM seekers may prefer to find more credible sources of assistance when seeking advice on social media; this study is a method to provide a systematic and holistic review of bibliometric analysis academic literature related to electronic word of mouth (EWOM). Foster development of work into coordinated efforts, it is necessary to understand Interesting topics and expand collaborative networks. Our objective was to assess global research patterns in the EWOM field focused on publishing outcomes, co-authorships between authors and similar countries and co-occurrences of keywords Usage of Scopus database. A total of 710 EWOM-related publications were published from different journals from 2008 to 2018. Review of co-citation established electronic word of mouth as the main theoretical basis of business social media analysis. After that, the study used a co-word review to assess over time the creation of field research topics. The research of the EWOM highlighted similarities, including the growth of research over time, the growing popularity of the term "EWOM," the new trends of social networking sites, and researchfocused management applications. Lastly, the study called for a future research program in online human behavior and social media sites on EWOM studies.