The effect of electronic word-of-mouth (eWOM) on consumer ratings in the digital era

Omid Asgari, Alexander Weise, Saulo Dubard Barbosa, Luis F. Martinez

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


Electronic word-of-mouth (eWOM) in reviews and ratings has taken a substantial role in the consumer decision-making process. It has gained popularity amongst marketers and consumers, while both parties look for the highest rating. Multiple studies have comprehensively analyzed eWOM as a purchase decision driver and, ultimately, its impact on sales. However, little is known about the rating drivers. Hence, this study aims to apply the theory of social conformity as a form of majority influence towards ratings and reviews. A survey with 198 participants analyzed positive and negative rating influence towards rating outcome, emotional impact, and strength of conformity. Descriptive statistics and regression analyses support the theory and show that it holds especially within ambiguous situations. As informational conformity was found to significantly impact rating outcomes and emotional perception, several strategies to target this bias on rating platforms and a different approach to rating assessments based on emotions are proposed.
Original languageEnglish
Title of host publicationAdvances in Digital Marketing and eCommerce
Subtitle of host publicationThird International Conference, 2022
EditorsFrancisco J. Martínez-López, Luis F. Martinez
Place of PublicationCham
PublisherSpringer, Cham
ISBN (Electronic)978-3-031-05728-1
ISBN (Print)978-3-031-05727-4
Publication statusPublished - 8 Jun 2022

Publication series

NameSpringer Proceedings in Business and Economics
PublisherSpringer Cham
ISSN (Print)2198-7246
ISSN (Electronic)2198-7254


  • Social conformity
  • eWOM (electronic word-of-mouth)
  • Consumer reviews
  • Consumer decision-making process
  • Rating bias


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