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

Author

Listed:
  • R.V. Suganya

    (Vels Institute of Science Technology and Advanced Studies)

  • G. Venkateshwaran

    (Kalasalingam Academy of Research and Education)

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.

Suggested Citation

  • R.V. Suganya & G. Venkateshwaran, 2024. "Elevating Purchase Intentions: The Resonance of Electronic Word of Mouth (eWOM)," ComFin Research, Shanlax Journals, vol. 12(1), pages 65-76, January.
    • Handle: RePEc:acg:comfin:v:12:y:2024:i:1:p:65-76
    DOI: 10.34293/commerce.v12i1.6816
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    References listed on IDEAS

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    1. Elvira Ismagilova & Emma L. Slade & Nripendra P. Rana & Yogesh K. Dwivedi, 2020. "The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis," Information Systems Frontiers, Springer, vol. 22(5), pages 1203-1226, October.
    2. Devkant Kala & D.S. Chaubey, 2018. "The effect of eWOM communication on brand image and purchase intention towards lifestyle products in India," International Journal of Services, Economics and Management, Inderscience Enterprises Ltd, vol. 9(2), pages 143-157.
    3. Choi-Meng Leong & Alexa Min-Wei Loi & Steve Woon, 2022. "The influence of social media eWOM information on purchase intention," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(2), pages 145-157, June.
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