Emerging Sources, Formats, Channels, Devices, and Audiences in Modern eWOM Communications

Abstract

This conceptual paper examines how electronic word‐of‐mouth (eWOM) has evolved beyond traditional text‐based reviews posted on online communities and e‐commerce platforms to encompass diverse formats, sources, channels, and audiences in today's digital landscape. Building on McLuhan and Fiore's assertion that “the medium is the message,” we argue that the characteristics of digital media fundamentally shape how eWOM messages are perceived and processed. We explore four key dimensions: emerging formats (video, visual, interactive content), new sources (digital content creators, virtual influencers), diverse channels and new technologies (social commerce platforms, voice assistants, AI), and evolving audiences (Generation Z, Alpha). The paper proposes a modern definition of eWOM that reflects its increasingly complex nature and discusses critical challenges. We conclude by presenting a framework for understanding how different elements of the eWOM ecosystem interact, offering implications for both research and practice in digital marketing and consumer behavior.