AN INVESTIGATION OF INDIAN CONSUMERS' PURCHASE INTENTIONS USING ELECTRONIC WORD-OF-MOUTH

Authors

  • Dr. Kuldeep Kumar, Dr. Nimit Gupta, M Govardhan Reddy, Y Suryanarayana Murthy, Dr. Monica Chauhan Bhadoriya, Dr. Madhuri Prakash Kamble Author

Abstract

Numerous studies have shown that e-WOM and other private information sources have more influence than conventional advertising. Electronic word of mouth (e-WOM), which is regarded as one of the most convincing informal media among consumers, business organizations, and the general public, has expanded with the growth and widespread usage of the Internet. This study aims to evaluate the impact of electronic word of mouth (e-WOM) on Indian consumers' brand perceptions and online purchase intentions.  

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Published

2023-09-20

Issue

Vol. 5 No. 2 (2023)

Section

Articles