Word of Mouth
Introduction
Thorsten Hennig-Thurau reflects on publishing an article on electronic word-of-mouth in 2004
INTEREST CATEGORY: INNOVATION AND TECH
POSTING TYPE: Dialog
Posted by: Thorsten Hennig-Thurau
As one of the authors of what has become a seminal article on Electronic Word of Mouth alias “EWOM”, I have used the 20th anniversary of the article’s publication in the Journal of Interactive Marketing and its surpassing of 10.000 citations (according to Google Scholar) by the beginning of this new year ago as an occasion to write an essay on Medium. In the text I shed light on the article’s historic development (which happened at a point in time when “the internet” was still seen by many as something marginal rather than transformative), but also reflect a little on the development of EWOM over time, including the concept’s state today and current developments.
My experiences and assessments might be of interest for some in the marketing discipline — to those who study EWOM and related concepts, but also for young scholars who are uncertain about addressing “fresh” phenomena. Please find my story here:
.