Author(s): Aun Ahmed, Paheli Nigam, Komal Gatagat and Neetu Kumari
Conflicting information is a prominent characteristic of electronic word-of-mouth (eWOM) but extant literature has produced contradictory findings about the impact of conflict on eWOM-processing outcomes. Literature on eWOM processing itself has been noted to be scarce; moreover, dual process models such as the Elaboration Likelihood Model have been overwhelmingly used. We present reviews on the foregoing topics, refer to the debates and critiques surrounding them to problematize the literature, and identify research questions. The questions provide a research agenda. The paper calls for insights into the psychological processes undergone during eWOM-processing in the presence of conflict. Such an attempt would dispel the confusion in the literature and help practitioners manage conflicting information on eWOM platforms.