From Digital Word-of-Mouth to Digital Trust: A Critical Narrative Review and the Digital Word-of-Mouth Communication Ecosystem (DWCE) Framework

Digital word-of-mouth (DWOM) has become one of the most influential forms of communication in the digital economy, shaping consumer trust, purchase decisions, and organizational competitiveness. Although research on DWOM has expanded rapidly across marketing, communication, psychology, and information systems, existing evidence remains fragmented, with most studies examining individual determinants rather than the broader interactions that govern digital communication. This narrative review critically synthesizes contemporary evidence to examine the evolution of DWOM, identify the interacting psychological, technological, organizational, and social mechanisms that determine its effectiveness, and evaluate emerging challenges associated with artificial intelligence (AI), algorithmic governance, and digital trust. Rather than summarizing individual studies, the review integrates current knowledge to identify major patterns, conceptual inconsistencies, and unresolved debates that have shaped the development of the field. The synthesis demonstrates that DWOM has evolved from a mechanism for information exchange into a complex socio-technical ecosystem in which trust is co-created through interactions among consumers, digital platforms, algorithms, and online communities. The review further argues that emerging technologies, including generative AI, virtual influencers, and blockchain-based verification, are fundamentally redefining how credibility, authenticity, and influence are established within digital environments. Building on these insights, the review proposes the Digital Word-of-Mouth Communication Ecosystem (DWCE) Framework, which integrates antecedents, communication processes, moderating mechanisms, behavioral outcomes, organizational outcomes, and technological influences into a unified conceptual model. The review concludes by outlining future research priorities and providing practical insights for organizations seeking to develop transparent, ethical, and resilient digital communication strategies.