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Several studies have been conducted to determine the factors influencing online consumers to adopt the information embedded in electronic word of mouth (eWOM). The amount of existing research and the inconsistency of certain conclusions need the development of an all‐encompassing model capable of synthesizing previous findings. Thus, this meta‐analysis study synthesizes current research on eWOM, which will aid in reconciling results about the variables impacting eWOM adoption and consumers' behavioural intentions. This study utilizes data from 89 research in a two‐stage structural equation model (TSSEM). The findings show that eWOM usefulness and credibility impact behavioural intentions, and eWOM adoption plays a mediating role in these relationships. The results further signify the moderating effects of social networking sites (SNS) and e‐commerce platforms on the adoption behaviour. Building on the elaboration likelihood model (ELM), this study shows that the central route to persuasion is the dominant predictor of eWOM adoption on e‐commerce sites. In contrast, the peripheral route tends to dominate on social networking sites. The findings improve the current understanding of the diffusion of online information, which can alter consumers' behavioural intentions. The study finally provides managers with specific recommendations for maximizing the effectiveness of eWOM propagation through online channels.

This paper focuses on examining IoT applications in marketing research and provides information on how organizations utilize IoT devices and other new technologies such as artificial intelligence (AI), machine learning (ML), and social media to promote various products and services. Moreover, this study specifies how the consistent use of IoT technologies results in substantial organizational competitiveness. The paper also explains how IoT can be referred to as a new component of business analytics and digital marketing and discusses the challenges related to introducing IoT solutions. The most pressing issues that need to be addressed in the IoT context are described as ethical and data privacy issues. It can be explained by the fact that a substantial amount of data is generated during the development of IoT solutions, which raises the question of whether the respective information could be properly managed. It necessitates implementing a transparent, ethical framework, which should be supported by an adequately regulatory process. The extensive exploration of IoT solutions allows academics and marketing practitioners to generate a wide range of data that can be used to improve products and services provided to diverse consumer groups. Therefore, this paper offers a framework for the collaboration process between academics and practitioners. This collaboration in developing IoT tools is marked by adopting a holistic approach to facilitating the progress of such innovation. Academic researchers’ expertise can be utilized to generate creative and innovative ideas on the IoT sector. The combination of important theoretical assumptions and practical experience is vital to achieving the strategic goals of the collaboration between academics and practitioners.

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