ANALYSIS OF THE ROLE OF E-WOM AND FREE SHIPPING ON THE GROWTH OF E-COMMERCE
Keywords:
e-commerce, electronic word of mouth, free shiping, digital marketing, business growthAbstract
The growth of e-commerce is significantly influenced by innovations in digital marketing strategies, particularly electronic word of mouth (e-WOM) and free shipping promotions. This study aims to analyze the roles of these two factors in driving consumer purchase decisions and e-commerce business growth. The method employed is a Systematic Literature Review (SLR), reviewing 49 relevant journal articles using the PRISMA approach. The results indicate that e-WOM serves as a dynamic communication medium providing experience-based information to help consumers evaluate product quality and authenticity. On the other hand, free shipping promotions act as a significant incentive to boost consumer purchase interest and volume. The combination of e-WOM and free shipping promotions has proven effective in creating more personalized and adaptive marketing approaches. Hence, these strategies can be optimally utilized to promote sustainable e-commerce growth.
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