Elevating Purchase Intentions: The Resonance of Electronic Word of Mouth (eWOM)

  • R.V. Suganya Assistant Professor, Department of Commerce, Assistant Director, Academic Courses, UGC, Vels Institute of Science Technology and Advanced Studies, Chennai, Tamil Nadu, India https://orcid.org/0000-0002-5800-9249
  • G. Venkateshwaran Assistant Professor, Department of Commerce, Kalasalingam Business School (KBS), Kalasalingam Academy of Research and Education (Deemed to be University), Srivilliputhur, Tamil Nadu, India
Keywords: E-WOM, Word of Mouth, Purchase Intention, Social Media

Abstract

This research investigates the influential power of Electronic Word of Mouth (eWOM) in elevating purchase intentions among consumers. In the digital age, eWOM has emerged as a dynamic force shaping consumer behavior and brand preferences. This study aims to unravel the mechanisms through which eWOM resonates with consumers, impacting their intentions to make purchases. The research objectives are meticulously defined, focusing on the identification of key eWOM factors, an examination of their impact on consumer perceptions, and an exploration of how these factors influence purchase intentions. A comprehensive review of existing literature in the field sets the stage for this inquiry. To ensure robust findings, the study employs rigorous participant selection methods, embracing diversity across demographics and consumer segments. Data collection strategies encompass surveys, interviews, and analysis of online interactions, underpinned by ethical considerations such as informed consent and privacy protection. The findings of this research illuminate the significant role of eWOM in shaping consumer perceptions and purchase intentions. It offers valuable insights for businesses, marketers, and digital platforms seeking to harness the potential of eWOM as a strategic tool for brand promotion and customer engagement. By shedding light on the resonance of eWOM in the modern marketplace, this study contributes to the evolving discourse on digital marketing and consumer behavior. It equips businesses with actionable strategies to leverage eWOM effectively, fostering brand loyalty and driving purchase intentions in an increasingly interconnected and digital world.

Published
2024-01-01
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