Abstract
In light of the growth of internet usage and its important role in the field of e-commerce, electronic word-of-mouth (eWOM) has been changing people’s behavior and decisions. People count on other users’ opinions and information; they sometimes even make offline decisions based on information acquired online. The purpose of this paper is to conceptualise Bilingual Approach towards eWOM activity from an input-process-output (IPO) perspective; propose a classification framework based on the identified academic literature; analyze eWOM literature in terms of quantitative development and qualitative issues that are useful to both academics and researchers; and provide directions and guidelines for future research studies in eWOM.
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