Emerging Sources, Formats, Channels, Devices, and Audiences in Modern eWOM Communications
这篇概念性论文探讨了电子口碑如何从传统文本评论演变为包含视频、虚拟网红、社交电商等多元形态，并提出了一个理解各要素互动的框架，对数字营销研究者和从业者有参考价值。
ABSTRACT This conceptual paper examines how electronic word‐of‐mouth (eWOM) has evolved beyond traditional text‐based reviews posted on online communities and e‐commerce platforms to encompass diverse formats, sources, channels, and audiences in today's digital landscape. Building on McLuhan and Fiore's assertion that “the medium is the message,” we argue that the characteristics of digital media fundamentally shape how eWOM messages are perceived and processed. We explore four key dimensions: emerging formats (video, visual, interactive content), new sources (digital content creators, virtual influencers), diverse channels and new technologies (social commerce platforms, voice assistants, AI), and evolving audiences (Generation Z, Alpha). The paper proposes a modern definition of eWOM that reflects its increasingly complex nature and discusses critical challenges. We conclude by presenting a framework for understanding how different elements of the eWOM ecosystem interact, offering implications for both research and practice in digital marketing and consumer behavior.