Meta Analysis About Electronic Word of Mouth

The Electronic Word of Mouth is a phenomenon with a great importance in Marketing. It Mobilizes a social network. For example, France has 85% of people who have registered at least on a social network. In Spain, the adoption rate for social network “Facebook” is 68%, followed by Italy 65% and Germany 49%. However, in emerging countries, the results of several surveys show that when Africans connect online, they are more often on social networks. In Morocco, the social network Facebook reached a rate of 97% as the most used by Moroccans networks. Also, word of mouth (positive or negative) comes from social networks, forced the company to be in a supervision position, to be able to anticipate risks, correct them in the right time, but also to take advantage on many different booming situations. The importance of social networks for both, company and consumer, has led researchers to examine this concept. However, the results of this concept appear divergent. Hence the purpose of this research: conduct a meta-analysis of the concept of “electronic word of mouth”. In this task, we will opt for a meta-analysis about electronic word of mouth, that allow us to study this phenomenon in an exact way, based on multiple cases already studies, to make a global conclusion.