Nasrin Mahavarpour
Papers
1
Total Citations
87
H-Index
1
About
Nasrin Mahavarpour is a rising scholar in the field of digital communication and consumer behavior, with a focused expertise in the evolution of electronic word-of-mouth (e-WOM). Her most-cited work, "Let us talk about something: The evolution of e-WOM from the past to the future" (2022, 87 citations), provides a comprehensive synthesis of how online consumer conversations have transformed from early internet forums to today’s social media and AI-driven platforms. In this seminal paper, Mahavarpour not only maps the historical trajectory of e-WOM but also offers a forward-looking framework that identifies emerging trends, such as the role of algorithms and virtual influencers in shaping consumer trust and decision-making. Her contribution is particularly valuable for researchers and practitioners seeking to understand the shifting dynamics of online influence in an era of information overload. By bridging past insights with future possibilities, Mahavarpour’s work has quickly become a key reference in digital marketing and communication studies, demonstrating her ability to distill complex phenomena into accessible, impactful scholarship. Her research continues to inform how we think about the social and technological forces driving modern word-of-mouth.
Research Focus
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Top Papers
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