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
Ph.D.
Research Proposal
Marketing
Pages 8 (2008 words)
Download 0
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…

Introduction

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. ...
Download paper
Not exactly what you need?

Related papers

The Interactive Consumer: The Influence of User Generated Content and Social Media on Consumer Behaviour
s 62 Chapter 5 Discussion and Analysis of Findings 71 Chapter 6 Conclusions and Recommendations 78 Appendix A - Interview Questions for Exploring the Influence of Social Media and User-Generated Content on Consumer Behaviour 80 Appendix B - Informed Consent Form 84 Bibliography / References 86 List of Figures Figure 1: The Evolution of Word of Mouth Theory 17 Figure 2: Understanding about the…
Consumer Decision: The Effect of Word-of-Mouth.
Journal articles have been mainly used for the secondary based study. Results: The study regarding the word of mouth has shown that the positive effect of the word of mouth has surprised the negative effe3ct and has been comprehensive in perusing the customers decision-making while purchase. Results from the study have shown that the consumers who have been a customer of the organizations products…
Consumer and Purchase Behavior
This blend of elements include psychological facts that include, perception, ,personality, self concept, motivation and feelings, sociology and social anthropology that include situational influences, relationship and economics that include consumption choice and value perspective of the item of purchase. This paper seeks to analyze the purchase behavior of a particular consumer on their purchases…
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 included sample sizes of 300 customers of Galaxy Casino Hotel. The research was based on the Edelman’s consumer decision journey model and then related the responses from the customers according to the model. The purpose of the study was to identify whether the reviews of online user have an influence on customers of Galaxy Casino Hotel or not. The study assumed samples as the overall…
An investigation into issues surrounding consumer online purchasing influenced by Facebook and Twitter
A primary research method was used and a survey instrument with 30 questions based on the Likert scale was used. This was administered to a research sample of 200 and the responses analysed using SPSS. Findings from the research indicate that fashion firms use a number of methods and tools for promotion. These include Facebook posts, online reviews, and posts about latest events, trends, celebrity…
Compartive study " The effect of online word of mouth versus tradtional word of mouth on saudi consumers purchase decsion : a
The methodology involves the use of a case study that applies the use of both positivist epistemology and inductive reasoning approach to fully answerer the research questions. At the end of the study, the researcher found no significant difference between traditional word of mouth and the online word of mouth in regard to purchases in Saudi Arabia. However, the online word of mouth was found to…
E-WOM : Detremination the consumer level of trust towards the written word in an online context
In this context, electronic word of mouth or eWOM helps customers increase interaction amongst them. Companies are also participating in the communication in order to get relevant information about their customers. Research shows that customers consider the online channels as a very reliable mode of communication. Their trust on these online platforms further increases the value of these channels…