Abstract:

Increasing production and consumption phenomenon in the contemporary period; It has raised concerns about resource depletion and sustainability. When consumers reach a certain level of satisfaction within the capitalist system, their awareness of sustainability increases, and they begin to tend towards conscious consumption. This shift highlights the importance of electronic word-of-mouth marketing (eWOM), where ordinary consumers share their experiences. This study aims to descriptively and quantitatively analyze the existence of academic research on eWOM in the last 20 years. 1642 articles published in the Web of Science (WoS) database between 2003 and 2023 were comprehensively analyzed using bibliometric methods. The analysis revealed that there has been a remarkable increase in eWOM publications since 2009. In particular, "Flieri R" stands out as the most prolific author on eWOM with 17 academic studies. Among the journals, "Sustainability" journal has the highest number of publications with 63 articles. In addition, in recent years, concepts such as "sustainability", "service quality" and "digital marketing" have been grouped around the field of eWOM.

Keywords: