• Home
  • Subjects
  • Marketing
  • Understanding eWOM (electronic word of mouth) effect on consumer purchase decisions

Understanding eWOM (electronic word of mouth) effect on consumer purchase decisions - Research Proposal Example

Extract of sample
Understanding eWOM (electronic word of mouth) effect on consumer purchase decisions

Understanding eWOM (electronic word of mouth) effect on consumer purchase decisions

Due to such multiplicative applications and benefits eWOM, the subject is getting increasing attention from scholars. Park and Lee argued that eWOM should not be considered as the as extension of digital commercial advertisements created by companies to push the brand rather eWOM should be viewed as non-commercial message created by external stakeholders of the company such as customers. According to Park and Lee, eWOM can be viewed as the word of mouth created by customers through sharing their direct or indirect experiences. Consideration research work of Park and Lee reveals the fact that eWOM might be created by customers to share their experience without having the knowledge that the sharing can influence purchasing decision of other customers who are going through the eWOM.
Hennig-Thurau et al. pointed out that most of researches in the field of eWOM focuses on issues like influence of word-of-mouth on purchase decision of consumers, factors directing consumer behaviour to use eWOM as reliable opinion leader, reliability of WOM in contrast to other marketing information etc. Bickart and Schindler pointed out that WOM should not be judged with other commercial advertisement of companies rather WOM should be judged in context to theory of planned behaviour concept. Interesting fact is that most of the research scholars conducted research on eWOM, failed to find any significant difference between effect of WOM and eWOM. ...Show more


Comparing the purchase decision of Saudis & non Saudis consumers in context to eWOM would not only fulfil the gap in the literature but also might provide guideline to future researchers planning to conduct study on the topic…
Author : michelwalsh
Save Your Time for More Important Things
Let us write or edit the research proposal on your topic
"Understanding eWOM (electronic word of mouth) effect on consumer purchase decisions"
with a personal 20% discount.
Grab the best paper

Related Essays

The Interactive Consumer: The Influence of User Generated Content and Social Media on Consumer Behaviour
This dissertation aims to examine closely how user-generated content and social media influences consumer behaviour in the age of ubiquitous computing. It presents important themes from the latest scholarly research and interviews with a group of consumers provide insights to build on understanding of the impact of social media and user-generated content on consumer behaviour.
70 pages (17500 words) Dissertation
Consumer Decision: The Effect of Word-of-Mouth.
The report has primarily been created to present a study on the significance of the word of mouth and its impact on the consumer decision. The study has been conducted on the basis of secondary resources. The researches of different authors and theorists on the subject of word of mouth have been consulted and analysed to present a research study through this report.
10 pages (2500 words) Research Paper
Consumer and Purchase Behavior
It usually involves the how, why, when and where a consumer commits or rejects a purchase of any particular product. This study attempts to study the various dynamics that affect the behavior of a particular consumer while purchasing a particular product.
8 pages (2000 words) Essay
The online word-of-mouth (online user reviews) effect on the hotel room consumer's decision making: A case study of Galaxy Cas
The study highlighted the model of consumer decision journey and relates the model with hotel industry. The study uses the case study of Galaxy Casino Hotel where primary research has been conducted in the form of questionnaire. The study was based on both primary and secondary research.
28 pages (7000 words) Dissertation
An investigation into issues surrounding consumer online purchasing influenced by Facebook and Twitter
The dissertation has examined if Facebook has become the new marketplace for fashion products. Emergence of social media sites such as Facebook has gained widespread popularity and it has millions of members. This dissertation therefore examines if Facebook has emerged as the new market place for fashion products and further examines the methods and tools used by fashion firms to market and promote their products.
60 pages (15000 words) Dissertation
Compartive study " The effect of online word of mouth versus tradtional word of mouth on saudi consumers purchase decsion : a
Today, most people are advancing to online word of mouth as a new phenomenon with possibility of influencing the marketing patterns. This study compares the use of traditional word of mouth with the online word of mouth consumers purchase decision in the context of Saudi Arabia.
10 pages (2500 words) Research Proposal
E-WOM : Detremination the consumer level of trust towards the written word in an online context
The use of the internet has increased significantly. Households as well as business organizations have started making use of the internet. It has become an important medium of communication in the current business world. Written words that are published online act as an important source of information for the customers.
10 pages (2500 words) Research Proposal
Produce a table of four profitability ratios, four efficiency ratios and two liquidity ratios for each enterprise below. Written Report.
The liquidity position of Macey is appropriate with enough ability to repay its short term obligations without having too much idle cash or having too much tied up in
8 pages (2000 words) Assignment
Find out how much would it cost
to get a custom paper written by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email