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The electronic word of mouth (eWOM) is a communication form adapted to the digitalized world of today where persons that never met communicate in an impersonal manner. The paper Social Media as Medical Validator written by Laura Broasca, Versavia-Maria Ancusa and Horia Ciocarlie aims to explore the receptiveness towards a negative bias in health-related electronic Word of Mouth.
The researchers point out that when evaluating the credibility of the eWOM we should take into account that social factors play an unexpected role, as most people use personal details and peripheral cues, not a clear, logical, fact-based judgement to reach a conclusion. And yet, the credibility of the traditional information sources is surpassed by that of eWOM.