Toward a Classification of Factors Influencing eWOM in Online Shopping Through a Systematic Literature Review

The rise of social media and the Internet has drastically changed the way consumers interact with brands. They have become more active consumers who are also more likely to provide feedback and recommendations. This interaction is referred to as eWOM, and it is one of the most vital sources of information for online shopping. The purpose of our study is to review the literature on the various factors that influence eWOM through a systematic literature review of current research between 2010 and 2022. It aims to identify the multiple antecedents and attributes of this interaction and to classify them based on their nature into two main categories, namely the attributes relating to the individual including those related to the communicator, to the receiver, and those related to the interaction between the two. The second category includes the attributes relating to the information. Our study attempts to provide a conceptual model project proposal based on our results of classification of antecedents and attributes that influence eWOM in online shopping for future potential corporate/academic research on this subject, as well as contribute to the advancement of our research about the online shopping experience and its impact on e-reputation.