This chapter highlights the concept of electronic word of mouth. Research on e-WOM has expanded significantly, especially over the past decade. The chapter demonstrates the impact of e-WOM on changing consumer behavior. Both positive and negative word of mouth reshape consumer behavior. Perceived crowding plays a significant role in enhancing brand awareness and demonstrating brand credibility. The chapter also includes an understanding of technology acceptance to activate psychological motivations. Furthermore, the chapter addresses the importance of positive feedback in establishing trust in the manufacturer and, consequently, the adoption of online platforms. Conversely, when feedback is negative, it leads consumers to reconsider the marketing channel.