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The dual role of video-based eWOM in an online digital environment

Author

Listed:
  • Park, Keeyeon Ki-cheon
  • Kim, Jong Min
  • Mariani, Marcello

Abstract

The substantial growth of platforms like YouTube highlights the heightened personal interaction offered by video-based eWOM. This study investigates the dual role of video-based eWOM in the digital era, contrasting it with traditional text based reviews. Expanding on the existing literature predominantly focused on text-based eWOM, this study analyzes the impact of video-based eWOM on characteristics and perceived value in the context of review generation and consumption. Leveraging relative anonymity and social presence theory, we explore how platform identity policies influence review content. Employing AI speech recognition, text analysis, and empirical analysis, our findings challenge the expected effectiveness of video-based eWOM as opinion leaders in generating informative reviews. The study provides theoretical insights into the evolving dynamics of eWOM in the digital marketing landscape, offering valuable guidance for marketing strategies and consumer behavior analysis.

Suggested Citation

  • Park, Keeyeon Ki-cheon & Kim, Jong Min & Mariani, Marcello, 2025. "The dual role of video-based eWOM in an online digital environment," Journal of Business Research, Elsevier, vol. 201(C).
    • Handle: RePEc:eee:jbrese:v:201:y:2025:i:c:s0148296325005570
    DOI: 10.1016/j.jbusres.2025.115734
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