Researching if the eWOM’s effect on purchase decision different from WOM from close acquaintances

Abstract

People drive word of mouth. Throughout generations, communicating positively and negatively helped humanity to learn things that were critical to survival in difficult times. Marketing practitioners have realised the important role of consumer word of mouth (WoM) in the accomplishment or failure of a novel item or service. In the past decades, growth in online social media has enabled consumers to post, receive and review information and other opinions about new goods and services. Marketers, in turn, necessitate to analyse the impact of WoM, as well as to try to measure WoM in a way that facilitates new product adoption. People rely on others for advice from time to time and the ones who have the information that we require, will still be happy to share. Communicating and sharing information makes life a lot easier. There is too much of information and sifting through it takes time so we require assistance from others. Word of mouth marketing is about earning that good conversation. It doesn’t matter whether what products and services to offer to consumers. People tend to seek for more information about products and services before they make their purchase decision. Consumers turn to their acquaintances first when they have the intention to look for something to buy. They turn to the people who most trust; friends, family, co-workers, and other people with similar tastes and similar lifestyle.