StudentShare solutions
Triangle menu
  • 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. These research scholars pointed out that WOM can create favourable or unfavourable message direction that can influence purchase intention and product attitude of customers. Chatterjee (2001) argued that consumers perceive WOM as more credible source to judge performance of the product rather than commercial advertisements. In modern days, eWOM can be used as exact alternative of WOM and customers are using eWOM to make purchase decision. So, is this assumption true that there is no difference between eWOM and WOM? Not actually, Park and Lee (2009) stated that eWOM differs from WOM in three aspects, 1- speed of interaction, 2- level interactivity and 3- communication in the virtual world. However, Golan and Zaidner (2008) criticized eWOM for creating confusion regarding credibility of the message among customers using it to know product experience of others. Yes, that is a basic problem with eWOM because text based recommendation messages are shared by anonymous individuals (in the age of competition, there are cyber professionals who get paid for spreading rumours and negative feedback about a brand); hence, it becomes difficult for readers of the text message to check the credibility of the source. These factors should be considered while discussing role of eWOM on consumer purchase decisions. According to Golan and Zaidner (2008), customers still face dilemma in trusting the online text recommendations or eWOM when it comes to making purchase decision and such level of dilemma is directed by perceived social or psychological risk. It is evident from the above ...Show more

Summary

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
Understanding eWOM (electronic word of mouth) effect on consumer purchase decisions essay example
Read Text Preview
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

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
RFP to Vendors for MS Word Upgrade
The RFP primarily controls the format in which the proposals shall be invited in order to ensure that an apple to apple comparison of the capabilities of the interested parties can be carried out. If the proposal is left to the creativity & innovation of the suppliers then every proposal would appear different with only the positive points mentioned by the suppliers whereas the negative points would normally be hidden.
9 pages (2250 words) Research Proposal
Gender and consumer behavior
It is however important to point out that most women believe that there is not much of a difference between the online shopping behavior of men and women. The basic aim of this paper is to assess the validity of the argument that there is a difference in online shopping behavior between males and females, and that this discrepancy is due to differences in gender socialization.
2 pages (500 words) Research Proposal
Consumer Behavior Research Proposal
"Migration and remittances are important signifiers of the human face of globalization. Millions of migrant workers and their families maintain their bonds and continue their obligations to each other using numerous means, including by sending remittances-money and goods-to their families and communities of origin" http://www.thedialogue.org/publications/country_studies/remittances/worldwide%20remittances.pdf
8 pages (2000 words) Research Proposal
American History - The Alaskan Purchase
in 1867 by means of the Treaty of Cession. The majority on both sides of the pacific, however, believed their country profited from the transaction. The sales price was $7.2 million or approximately two cents
9 pages (2250 words) Research Proposal
Consumer Behaviour
Various organizations have come up with legislations that are put in place to ensure that service providers to not engage in any activity that would be of disadvantage to the consumers. Consumer choice is influenced by many
3 pages (750 words) Research Proposal
Effect of Online Consumer Reviews/Ratings
It has been widely observed that a larger chunk of customers is going through the product- related-reviews provided on the internet to decide whether they should purchase that product. This research will examine this effect by applying both secondary as well as primary research methods in order to achieve the objectives.
10 pages (2500 words) Research Proposal
Consumer behavior
s and innovations keep come up so often, such that there is an electronic devise tailor-made to improve on the features of a given technological device or gadget, even before the product being improved starts selling. The essence of all these inventions and innovations is to
6 pages (1500 words) Research Proposal
Consumer Behavior Research Proposal
(2010), the notion of globalization has instigated massive changes in the marketplace of the developing countries. In respect of the increase in market size, many notable changes have been observed in the customer behavior towards the multinational brand
10 pages (2500 words) Research Proposal
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
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation