In present-day marketing, electronic customer reviews contained in e-commerce platforms (Amazon, AliExpress…), social networks (Twitter, TripAdvisor, Facebook…), etc., are a key factor to measure and manage as customers often base their purchase decision on these reviews. As a result, this area, which has come to be known as electronic-word-of-mouth (E-WOM), has generated great interest in the scientific literature. This paper proposes a conceptual map of this area to guide both E-WOM research scientists and marketers. This map is composed of layers: data, techniques and methods, and applications. To build it, we have used the scientific literature published in this area and bibliometric techniques to analyze it.