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Investigating impact of Electronic Word of Mouth on Consumer Purchase Intention

Investigating impact of Electronic Word of Mouth on Consumer Purchase Intention

Shubham Goswami
Copyright: © 2016 |Pages: 17
ISBN13: 9781466694491|ISBN10: 1466694491|EISBN13: 9781466694507
DOI: 10.4018/978-1-4666-9449-1.ch012
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MLA

Goswami, Shubham. "Investigating impact of Electronic Word of Mouth on Consumer Purchase Intention." Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace, edited by Sumangla Rathore and Avinash Panwar, IGI Global, 2016, pp. 213-229. https://doi.org/10.4018/978-1-4666-9449-1.ch012

APA

Goswami, S. (2016). Investigating impact of Electronic Word of Mouth on Consumer Purchase Intention. In S. Rathore & A. Panwar (Eds.), Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace (pp. 213-229). IGI Global. https://doi.org/10.4018/978-1-4666-9449-1.ch012

Chicago

Goswami, Shubham. "Investigating impact of Electronic Word of Mouth on Consumer Purchase Intention." In Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace, edited by Sumangla Rathore and Avinash Panwar, 213-229. Hershey, PA: IGI Global, 2016. https://doi.org/10.4018/978-1-4666-9449-1.ch012

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Abstract

The domination of Word of mouth (WOM) has been applauded for many years as key influence on consumer purchases. Associating WOM with the internet usually called electronic-WOM (e-WOM) makes transmission of messages much easier, wider and faster. As e-WOM is not restricted to strong social tie groups thus the message itself plays a critical role in building purchase intention. The present study, first attempts to investigate messages efficacy on identified constructs. The study recognized credibility of message as a sole component that could moderate the discord between level of involvement and expected intention for online purchase.

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