"A Bibliometric Journey Through the Growth of Electronic Word of Mouth: Trends, Insights, and Future Directions"

Abstract

Purpose
Transformative advancements have revolutionized advertising, marketing, purchase decision-making, and information-sharing processes in the digital age. Traditional word of mouth has evolved into Electronic Word of Mouth (e-WOM), reshaping the way businesses and consumers interact. With the emergence of e-WOM as a pivotal domain, researchers have increasingly contributed to its study. This paper aims to examine the publication trends in e-WOM research over the past decade, highlighting its growth and identifying key contributors and research gaps.

Design/Methodology
This study employs a bibliometric analysis of e-WOM research publications to evaluate trends in this rapidly growing field. A total of 867 publications from the past 10 years were analysed using data retrieved from the Scopus database. Essential filters and data-cleaning processes were applied to ensure robustness. Analytical tools such as VOS viewer and RStudio were used to map the data and identify leading researchers, institutions, countries, and key themes in e-WOM research.

Objectives
The study is structured around the following objectives:

1. To examine the increasing trend in e-WOM research over the last decade.
2. To identify the leading researchers, universities, and countries contributing to e-WOM scholarship.
3. To understand the diverse concepts, methodologies, and themes explored within this body of work.
4. To conduct a gap analysis and propose directions for future research contributions.

Findings
The bibliometric analysis reveals significant findings regarding the state of e-WOM research. The United States and the United Kingdom lead in both the number of publications and citations, followed closely by India. Institution-wise, the City University of Hong Kong has garnered the highest number of citations, while the University of Seville (Spain), the University of Rostock (Germany), and the City University of Hong Kong lead with the highest number of publications (four each). These findings underscore the dominance of specific regions and institutions in shaping the e-WOM research landscape.