Ambivalence and electronic word of mouth

© 2019 Association for Information Systems. All rights reserved. Electronic word of mouth (eWoM) communications are online consumer-generated reviews that affect other consumers’ perceptions of adopting pertinent services. The major component of eWoM is the sentiment portrayed in form of text by the sender of the eWoM to enlighten the receiver of eWoM about the nature of a focal goods/services. It is customary to have the sender of eWoM message …