Abstract
Purpose The present study aimed to identify the characteristics of effective messages in electronic word of mouth (eWOM) communication on social networks to be considered in the planning of eWOM strategies. For this purpose, the present study tries to identify these factors through a qualitative approach.Design/methodology/approach A qualitative approach based on the thematic analysis was used with semi-structured interviews and opinions of 25 experts in the field of e-marketing and e-retailing. The collected data were analyzed and coded in the MaxQDA software.Findings The results of the study showed the extracted seven main themes of message sender specifications, aesthetic appearance, choosing the right content, sending strategy, message usefulness, correct targeting, type of information and also 47 subthemes. These seven criteria provide a way to design the right strategies.Research limitations/implications Limited studies in this area were a challenge and also integrating the opinions of the interviewees due to contradictory and different views, as well as unfamiliarity with some new approaches to digital marketing, were among the limitations of the present study that managed and controlled their effects. Practical and theoretical implications for developing and planning effective eWOMs in social networks presented.Originality/value Understanding the way of creating appropriate features of effective and suitable messages in the planning of eWOM strategies is crucial to digital marketers. This study recommends considering the extracted features in designing effective messages.
Highlights
With the rapid growth of social media and the widespread use of smartphones, electronic word of mouth has become a ubiquitous phenomenon (Zhang et al, 2017; Zamani et al, 2018). eWOM allows customers to obtain up-to-date and more realistic information
There are few studies about identifying the characteristics of effective messages in eWOM communication on social networks; the lack of a comprehensive model led the researchers to provide a comprehensive model for eWOM messages
First, the collected verbal and recorded data were transcribed into written form, and the researcher got acquainted with the content of these interviews by studying the written texts several times
Summary
With the rapid growth of social media and the widespread use of smartphones, electronic word of mouth (eWOM) has become a ubiquitous phenomenon (Zhang et al, 2017; Zamani et al, 2018). eWOM allows customers to obtain up-to-date and more realistic information. With the rapid growth of social media and the widespread use of smartphones, electronic word of mouth (eWOM) has become a ubiquitous phenomenon (Zhang et al, 2017; Zamani et al, 2018). EWOM allows customers to obtain up-to-date and more realistic information. Social media networks allow users to publish or collect brand information at the right time and at the lowest cost (Burnasheva et al, 2019). The full terms of this licence may be seen at http:// creativecommons.org/licences/by/4.0/legalcode
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