Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)

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Exploring the Definition of WOM, Word of Mouth Communication Media, and Influencer Marketing

Authors
Arum Wahyuni Purbohastuti1, *, Ratih Hurriyati1, Bambang Widjajanta1, Vanessa Gaffar1
1Faculty of Economic and Business Education, Universitas Pendidikan Indonesia, Bandung, Indonesia
*Corresponding author. Email: arum_wp@upi.edu
Corresponding Author
Arum Wahyuni Purbohastuti
Available Online 29 September 2023.
DOI
10.2991/978-94-6463-234-7_82How to use a DOI?
Keywords
e-WOM; Influencer marketing; Literature review; Word of Mouth (WOM)
Abstract

The definition of word of mouth (WOM) has developed from time to time along with the development of information and technology advances, in which WOM is currently being carried out more using online media. In addition, influencer marketing is part of the spread of word of mouth to introduce various types of products to consumers. The purpose of this study was to determine the various variables used in influencer marketing and Word of Mouth (WOM) research, the definition of WOM and e-WOM, and the media used by WOM. The method used in this study was a literature review on the Scopus, EBSCO, and ProQuest websites using advanced search. The analyzed documents were limited to the types of research articles from 2012 to 2022, English-language articles in the field of social science, and open access. From the results of the literature review process, the articles collected from Scopus, EBSCO, and ProQuest were 1,049. After that, it was specified based on documents, social science, and open access with a total of 20 articles. The 20 articles were analyzed one by one and the articles that fit the limits to be analyzed were 11 articles. The 11 articles were analyzed based on the variables taken in the research; the definition of WOM and e-WOM, and the communication media used by influencers and companies to spread word of mouth.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
29 September 2023
ISBN
978-94-6463-234-7
ISSN
2352-5428
DOI
10.2991/978-94-6463-234-7_82How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Arum Wahyuni Purbohastuti
AU  - Ratih Hurriyati
AU  - Bambang Widjajanta
AU  - Vanessa Gaffar
PY  - 2023
DA  - 2023/09/29
TI  - Exploring the Definition of WOM, Word of Mouth Communication Media, and Influencer Marketing
BT  - Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
PB  - Atlantis Press
SP  - 781
EP  - 787
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-234-7_82
DO  - 10.2991/978-94-6463-234-7_82
ID  - Purbohastuti2023
ER  -