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IJSTR >> Volume 8 - Issue 10, October 2019 Edition



International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616



Influence Of Electronic Word Of Mouth eWOM On Purchase Intention

[Full Text]

 

AUTHOR(S)

A.Navitha Sulthana, Dr.S.Vasantha

 

KEYWORDS

Brand Awareness, Electronic Word Of Mouth, Purchase Intention, Social Media, Trust

 

ABSTRACT

Introduction of Web 2.0 technology shifted from conventional Word of mouth to electronic/online word of mouth eWOM. The growth of social media and social media usage connect online user to create and share the user generated content. eWOM convey the content created by user in organic form. The increasing popularity of various social network sites connect online user to share electronic word of mouth globally. The advancement of eWOM information plays a vital role in consumer buying decision or purchase intention. Online user likes to create and share information about the product to help another user. Social media users seek information about product/ services before making purchase decision. Internet user trust other user reviews, recommendation before making buying decision. Sharing information via Electronic word of mouth (eWOM) in social media has positive influence on Purchase Intention. Brand awareness and trust are connected with Purchase Intention. In this paper various existing literature review are studied to frame a proposed conceptual framework.

 

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For more information, visit www.nielsen.com.