Creative Commons

The advent of the Internet has transformed the word of mouth to a new form of communication. Electronic word of mouth has an essential role in changing consumer behavior towards products and services. More and more consumers are seeking for information about products from online consumer reviews, giving a great deal of weight to this type of communication. A great opportunity for organizations is derived from eWOM communication, as they can target their marketing efforts to potential customers by emphasizing the successful experiences of other consumers. The current study aimed to identify the extent of the influence that eWOM have on the purchase behavior of the customers and indicate the review’s characteristics that make it credible. Based on a thorough literature review, a survey research was conducted in order to validate the literature claims and define and quantify the influence of them on the buying behavior of customers. Factors that motivate consumers to write reviews, the main characteristics of eWOM communication, the extend of eWOM helpfulness and the perceived credibility of the online consumer reviews are examined in an effort to analyze in depth this new form of social communication. A model company strategy for eWOM management is being proposed, based on the results of the research, which could improve the quality of customer reviews and supplement company marketing strategy.