Examining the Impact of the Influential Factors of Customer Purchase Intentions: The Mediating Role of Electronic Word-of-Mouth

The purpose of the study is to navigate the role of electronic word of mouth (EWOM) assessing variables (digital marketing, social networking, content marketing and online customer reviewer) how these IV influence customer purchase intensions of target customers in online and offline platform. Relevant literatures regarding role of EWOM are reviewed with relevant theories and market analysis. Thereafter, it opened a new horizon of future research scope. It is found that 74.9% of the variance in dependent variable is defined by independent variable of the model framework and SEM analysis and showing high and robust explanatory ability. Customer loyalty programs are sustained through extensive customer research online. The research will aid in future how mediating variable EWOM mediates customer purchase intension in some point of credibility on online market, consumer adaptation, brand reliability, and conducting peer group influence to buy products and receive services. The present findings of the study opens a new platform of consumer open forum discussion regarding products and services that are most sale of the market, customer opinions, sharing of experiences, spreading of negative messages to a variety of social media platforms. Firstly, data collected from well-educated participants who responded on the survey. Secondly, the generations and age group targeted would be greater in future. Future research could be conducted based on positive and negative customer review on online platform, online payment and buying intentions, brand image and brand bridging with EWOM. Companies now are responding quickly to their customers’ problems and managing their brand image through extensive delivery of post purchase services to loyal customers and regular customers analyzing open forum research of social media. The research will aid in future how mediating variable EWOM mediates customer purchase intension in some point of credibility on online market, consumer adaptation, brand reliability, and conducting peer group influence to buy products and receive services. This research examined how EWOM lead the market through variable mentioned in the paper.