Exploring the definition of WOM, Word of mouth communication media, and influencer marketing: A Literature Review Arum Wahyuni Purbohastuti(a*), Ratih Hurriyati(b), Bambang Widjajanta (b),Vanessa Gaffar(b)
Universitas Pendidikan Indonesia, Jl. Dr. Setiabudhi No.229, Cidadap, Isola, Sukasari, Isola, Kec. Sukasari, Kota Bandung, Jawa Barat 40154
Universitas Sultan Ageng Tirtayasa, Jl. Raya Palka Km 3 Sindangsari, Pabuaran, Kab. Serang Provinsi Banten
Abstract
The definition of word of mouth (WOM) has developed from time to time along with the development of advances in information and technology so WOM is currently being carried out more using online media. In addition, influencer marketing is part of the spread of word of mouth to introduce various types of products to consumers. The method used in this study is a literature review on the Scopus, EBSCO, and ProQuest websites using the advanced search. The analyzed documents are limited to the types of research articles from 2012-to 2022, English-language articles in the field of social science, and open access. The results of the literature review process, articles from Scopus, EBSCO, and ProQuest were 1,049. after that, it is more specific based on documents, social science, and open access with a total of 20 articles. The 20 articles were analyzed one by one so that the articles that fit the limits to be analyzed became 11 articles. The 11 articles can be analyzed based on the variables taken in the research, the definition of WOM and e-WOM, and the communication media used by influencers and companies to spread word of mouth.
Keywords: Influencer marketing, Word of Mouth (WOM), e-WOM, and Literature review.
