E Word of Mouth in the E-Retail Sector-Methodological and Thematic Review Sharma Bhumika1,*, Chatta Kohsheen1,**, Sultana Sadaf1,***, Mehendale Smita2,**** 1MBA Student, Symbiosis Institute of Management Studies, Symbiosis International University, Pune, Maharashtra, India 2Assistant Professor, Symbiosis Institute of Management Studies, Symbiosis International University, Pune, Maharashtra, India *Corresponding Author E-mail: bhumika.sharma2019@sims.edu
**kohsheen.chatta2019@sims.edu
***sadaf.sultana2019@sims.edu
****smita.m@sims.edu, smita12win@gmail.com
Online published on 2 June, 2018. Abstract The rise of social media in today's world has led to researchers taking a major interest in the topic. With all the tools available for research, the article focuses on how the word of mouth affects the online retail sector. The article aims at creating a systematic literature review of the effect of word of mouth on the retail sector online and identifying the main themes revolving around it. A total of 31 articles were included in this paper involving five major themes like relationship marketing, service quality, e-loyalty, e-satisfaction and social media. In terms of the methodological review it was found that e-loyalty and the actual effect of the word of mouth is ambiguous in nature. It needs further research for various other approaches to finally come to the conclusion if word of mouth actually makes a huge impact and if the companies should invest and bank on the same for their sales Top Keywords Social media, e-loyalty, e satisfaction, relationship marketing, service quality, thematic review, methodological review, literature review. Top |