Effectiveness of Electronic Word of Mouth
The aim of this research stream is to explore the effectiveness of eWOM through a comprehensive
dissertation. Commence with a systematic literature review to identify and summarize influencing
factors of eWOM. Based on this, develop and test a conceptual model using quantitative research
methods, including surveys (survey-experiments) and experiments. Employ Structural Equation
Modeling (SEM) and other advanced statistical techniques for in-depth analysis. Clear presentation
and detailed elaboration of the findings are essential, showcasing the theoretical and practical
implications of eWOM's effectiveness. The research should be characterized by methodological
rigor and clarity, and should result in several scientific articles.
The multilayered impact of generative AI on electronic Word of Mouth
This research endeavor seeks to unravel the intricate impacts of Generative AI on electronic Word of
Mouth (eWOM). Initiating with a thorough systematic literature review, candidates will identify and
distill the factors influencing eWOM and subsequently articulate and validate a conceptual model.
The utilization of quantitative research methodologies, such as surveys, survey-experiments, and
experiments, is imperative. In-depth analysis employing Structural Equation Modeling (SEM) and
advanced statistical methods will shed light on the nuanced relationships. A clear and detailed
exposition of the findings is crucial, underscoring the theoretical and applied ramifications of
Generative AI’s influence on eWOM. The study mandates methodological rigor and clarity, aiming to
culminate in the publication of several scientific articles.