Mrs Bijal Dodwani

Research project: E-WOM adds worth to the company value of financial firm?


The online word of mouth is always available common platform to gather information and feedback of the consumers (Henning-Thurau et al.,2004). Söderlund and Rosengren (2007), the eWOM traits of availability, viral spread, free medium and non-time boundness distinguishes eWOM from traditional word of mouth communication. The eWOM also can impact the investment choices of investors.

The purpose of research is to investigate the relationship between customer's electronic word-of-mouth (eWOM) regarding their financial service experiences of newly established financial firms and these firms' company value. The marketing-finance interface approach will be employed to study how interactive social media adopted by individual investor relate to investment firms' financial performances.


I am experienced financial services professional with master's degree in Financial and Business management from Kingston University, London.  I have competent knowledge of strategic marketing, double entry book-keeping(IFRS standards) and technical proficiency of various data analytical tools viz. IBM SPSS, IBM AMOS, PLS.

I have worked in medium to large sizes companies, in the Marketing and Finance teams at different level to achieve the business and financial objectives of companies.    

Joined the Kingston Graduate Research in 2020, undertaking full time PhD in interdisciplinary research of marketing and finance.

Areas of research interest

  • Electronic word of mouth Marketing
  • Innovation
  • Strategy
  • Finance
  • Accounting


  • MSc. in Financial and Business management, Kingston University
  • Bachelor of Commerce, University of Mumbai