Electronic word of mouth (eWOM) communication’s influence on consumer purchase decisions in Baltic States

ENWord of mouth (WOM) communication is recognized as a critical marketing communication tool and internet widened seriously consumers’ possibilities to share WOM about brands and products. This electronic WOM (eWOM) communication is one from many factors which infl uence consumer purchase decision. Research done in other countries does show that the power of eWOM factor is increasing. Still, companies in Baltics are not yet utilizing the full potential of available eWOM communication tools. Therefore, the aim of the paper was – to assess how the infl uence of eWOM tools (particularly – social network communication and online recommendation systems) is evaluated by online retailers and digital marketing experts in Baltic countries. Research methods used were: 1) analysis of literature which studied the latest research done on eWOM infl uence on consumer purchase decision; 2) expert survey within Baltics about perceived eWOM infl uence; 3) monitoring study discovering which types of recommendation systems are used by leading online retailers in the Baltic countries. Research results revealed that experts in Baltics evaluate eWOM communication as a highly infl uential factor in consumers’ decision where to buy and which brand to buy; they also acknowledged the eWOM ability to raise consumers’ interest in some product. The research also discovered that signifi cant barriers to advanced eWOM usage in Baltics are an availability of qualifi ed specialists and investments needed. The study also revealed the contradiction between experts’ opinion and current reality in eWOM usage as online retailers in Baltics are using a very limited range of online recommendation systems.