Abstract:

Purpose: This paper extends electronic word-of-mouth (eWOM) theory beyond consumer markets to explain how reputations are formed for scientific and research organizations operating under conditions of uncertainty and limited observability.

Design/methodology/approach: Drawing on reputation theory and organizational justice, the study develops a conceptual framework that positions eWOM as a distributed, audience-driven mechanism through which evaluative judgments from heterogeneous stakeholders are aggregated into shared reputational beliefs.

Findings: The framework identifies three interrelated dimensions of eWOM-based reputation—competence, social contribution, and integrity—and explains how perceptions of organizational justice shape the legitimacy and influence of eWOM signals. Rather than merely transmitting information, eWOM actively constructs reputational meaning by stabilizing fragmented evaluations across digital environments.

Practical implications: The findings indicate that marketing scientific and research organizations requires sustained attention to how organizational actions are interpreted across online platforms. Effective reputation stewardship depends on consistency, transparency, and ethical engagement, rather than short-term image management or reliance on formal performance metrics alone.

Originality/value: This study advances eWOM theory by demonstrating its relevance in non-commercial contexts and contributes to reputation research by clarifying how audience-driven reputational beliefs emerge under uncertainty. It provides a conceptual foundation for understanding the marketing and legitimization of scientific and research organizations in contemporary digital landscapes.