How does eWOM communication appear in interorganisational markets during the customer journey in the context of decision-making?
DOI:
https://doi.org/10.14267/VEZTUD.2025.06.02Keywords:
B2B marketing, eWOM, B2B customer journey, qualitative content analysisAbstract
This study aims to demonstrate the significance of electronic word of mouth (eWOM) in a B2B environment and its role at various stages of business relationship building, examining its impact on the customer journey. The authors employed qualitative content analysis to address their research questions, focusing on the IT sector’s educational event management services, such as conferences and workshops. Social media platforms used in the B2B sector (LinkedIn, Facebook, blogs) provided the sample (N=163) for this analysis. The findings suggest that B2B eWOM exhibits an informal nature, with recommendations often deviating from traditional frameworks. This indicates more flexible and informal communication, contrary to theoretical expectations. The novelty of the article lies in linking eWOM to the B2B market context, highlighting its unique characteristics and its influence on the B2B decision-making process.
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