Evaluation of Influence of Electronic Word of Mouth (e-WOM)on Purchase Decision

Abstract

Recent Introduction of Web 2.0 technology shifted from conventional Word of mouth to electronic/online word of mouth e-WOM. The vast growth of social media and social media usage connect online user to create and share the user generated content to others.e-WOM convey the content created by user in organic form. The fast-spreadingpopularity of various social network sites connect online user to share electronic word of mouth in digital format globally. The advancement of e-WOM information plays a vital role in consumer buying decision or purchase Decision of organic products. Online user likes to create and share information about the organic products to help another user. Social media users seek information about the products or services before making purchase decision. Internet user trust other user reviews and recommendation on organic products before making buying decision. Sharing information through electronic word of mouth (e-WOM) in social media has positive influence on Purchase Decision. Also,Brand awareness and trust are connected with Purchase Intention. In this paper evaluation of various existing literature review are studied to frame a proposed conceptual framework model.