A Study on Influence of eWOM: Consumer Buying Behavior

Abstract

Social network are world-wide connected meeting places wherein customers express and exchange their opinions, spread news, and diffuse information, which considerably influences other customer's attitudes and behaviors. According to a study on online activities in India by comScore, Indian internet users are spending a whopping 25.2 percent of their online time on social networks, that's 1 out of every 4 minutes spend online. As the number of online social network participants widely spreads, facilitated by various social network websites, WOM has become increasingly meaningful and powerful. The need of the hour is to understand the new trends of markets which influence consumer buying decision. The eWOM becomes one of the most influential channels of communication in the market place. In an online environment, consumers never touch the product and depend on electronic word of mouth (eWOM) to help them in making purchase decision. This study aims to determine the importance of eWOM through social networking sites in consumer decision-making process.