Diversified impact of electronic word-of-mouth (eWOM) on consumer communities: a developing country perspective

The consumer online decision-making process is influenced by many factors, including electronic word-of-mouth (eWOM). Despite the development of digital marketing and social media, there remains a gap in the available literature regarding eWOM and its impact on consumer communities, particularly in developing country contexts. Only a few studies have been conducted on how eWOM influences purchasing intentions within the Sri Lankan community. Therefore, the objectives of this study were to assess the measures of eWOM and its impact on consumers, as well as the impact of sociodemographic characteristics on eWOM and consumer involvement in social networking. A conceptual framework for eWOM was developed on five measures and analyzed to evaluate consumer involvement in eWOM. Data were collected through an online survey, utilizing a structured questionnaire shared via email and social networks. The findings reveal that most Sri Lankans search for rates and reviews but rarely post their own, showing limited engagement in feedback loops. Sociodemographic characteristics significantly shape eWOM engagement, wherein unboxing videos are unpopular and expert and celebrity endorsements hold less influence. These insights suggest that effective internet marketing strategies for developing economies should account for sociodemographic variabilities and prioritize local reviews and micro-influencers over celebrity endorsements. The study's frameworks contribute to future research by making avenues for multiple theories to link with the evolving digital landscape and cross-country comparisons. The study recommends that businesses use tailored eWOM strategies, such as micro-influencers and community-based reviews, and highlights policy directives to bridge the digital divide, thereby enabling broader eWOM participation.