A meta‐analysis of the elaboration likelihood model in the electronic word of mouth literature

Several studies have been conducted to determine the factors influencing online consumers to adopt the information embedded in electronic word of mouth (eWOM). The amount of existing research and the inconsistency of certain conclusions need the development of an all‐encompassing model capable of synthesizing previous findings. Thus, this meta‐analysis study synthesizes current research on eWOM, which will aid in reconciling results about the variables impacting eWOM adoption and consumers' behavioural intentions. This study utilizes data from 89 research in a two‐stage structural equation model (TSSEM). The findings show that eWOM usefulness and credibility impact behavioural intentions, and eWOM adoption plays a mediating role in these relationships. The results further signify the moderating effects of social networking sites (SNS) and e‐commerce platforms on the adoption behaviour. Building on the elaboration likelihood model (ELM), this study shows that the central route to persuasion is the dominant predictor of eWOM adoption on e‐commerce sites. In contrast, the peripheral route tends to dominate on social networking sites. The findings improve the current understanding of the diffusion of online information, which can alter consumers' behavioural intentions. The study finally provides managers with specific recommendations for maximizing the effectiveness of eWOM propagation through online channels.