TEMPORAL DECAY IN ELECTRONIC WORD-OF-MOUTH
Mulugeta Woldea, Robert Zinkobb, Alfreda Dobiyanskicc, Daniel Kennebrewdd
aPrairie View A&M University, Faculty of the College of Business, Department of Marketing & Management, Prairie View TX, USA, mawolde@pvamu.edu
bPrairie View A&M University, Faculty of the College of Business, Department of Marketing & Management, Prairie View TX, USA, razinko@pvamu.edu
cPrairie View A&M University, Faculty of the College of Business, Department of Marketing & Management, Prairie View TX, USA, ardobiyanski@pvamu.edu
dPrairie View A&M University, Faculty of the College of Business, Department of Marketing & Management, Prairie View TX, USA, dekennebrew@pvamu.edu
*corresponding author
Abstract
Electronic word-of-mouth (eWOM) is of significant influence on consumer decisions in terms of its perceived trustworthiness and heuristic basis. Most research and platform practices, however, assume that eWOM maintains its informational value indefinitely, overlooking how time may erode its relevance. This examination explores eWOM not as a static phenomenon, but a time-sensitive communication signal. Drawing on communication and cognitive processing theories as well as integrating time into eWOM theory, this examination questions assumptions about cumulative informational value, and presents implications for marketing and communication strategies.
Keywords: eWOM, Temporal Decay, Credibility, Diagnosticity, Relevance, Marketing & Communication Strategies
JEL Classification: M31, D91, D83
To be cited as: Wolde, M., Zinko, R., Dobiyanski, A. and Kennebrew, D. (2026) Temporal decay in electronic word-of-mouth. International Journal of Management Cases, 28(1), pp. 11-18.