Mapping the drivers of Electronic word-of-mouth (eWOM) Diffusion: A Bibliometric Analysis (2015-2025)

Résumé

Abstract

This article aims to identify the factors and motivations influencing the diffusion of messages through electronic word-of-mouth (eWOM), based on a bibliometric analysis that seeks to map the current state of the scientific literature on sharing intentions. The objective is to provide an overview of the dominant themes by identifying the most recurrent approaches. The co-occurrence analysis of keywords will also highlight the main research topics and their evolution over time. Furthermore, it enables the identification of underexplored research areas, revealing theoretical gaps and opening new research directions.

This study employs a bibliometric approach to examine the factors and motivations underlying the diffusion of messages through electronic word-of-mouth (eWOM). A total of 163 articles published between 2015 and 2025 were collected from the Scopus database, using a search query constructed around keywords synonymous with eWOM, sharing intention, and behavioral determinants of such diffusion.

The analysis has identified the dominant themes within the literature on electronic word-of-mouth (eWOM), as well as highlighted several persistent gaps. Existing studies primarily focus on the impact of eWom on consumer behavior, while research on the underlying factors remains relatively underdeveloped. These studies mainly concentrate on cognitive approaches, while neglecting certain approaches that could enrich the understanding of the phenomenon.

This research focuses on analyzing the factors that drive the dissemination of electronic word-of-mouth (eWOM) messages, an area that remains relatively underexplored in the literature. While many studies focus on the impact of eWOM, few examine the determinants of its diffusion.

Keywords : Electronic word of mouth, diffusion, motivations, Drivers, bibliometric analysis.