Electronic Word of Mouth (eWOM) And Its Impact on Consumer Buying Behaviour

Purpose of the study The growing popularity of electronic word-of-mouth (eWOM) in recent years has drawn attention from marketers, businesses, and consumers alike. This study aims to compile and contrast the present body of eWOM research. The purpose of this paper is to review the existing literature on electronic word of mouth using social communication theory, identifying its characteristics and impacts in influencing the consumer buying decision. Methodology Through the integration of current empirical research and theoretical models, this systematic literature review seeks to provide an integrated framework of eWOM’s impact on customer purchase intention. Through the integration of current empirical research and theoretical models, this systematic literature review seeks to provide an integrated framework of eWOM impacts on customer purchase intention.It contrasts different evaluations of eWOM studies that were published from the year 2015-2025 for the research. Major findings The results show that visual material facilitates participation and decision- making by offering concrete evidence of quality. It emphasizes how crucial it is to balance the content approach in order to maximize eWOM's efficacy. eWOM does, in fact, increase customer trust, which is one of the key determinants of a buyer's propensity to purchase. eWOM affects the whole consumer experience, from initial awareness to post-purchase assessment, by reducing perceived risks and boosting satisfaction, according to research. Positive eWOM helps customers to make wise decisions and fosters trust, according to the research, which also shows that brand loyalty is a major factor in eWOM adoption. Summary According to the Systematic Literature Review (SLRA), electronic word-of-mouth, or eWOM, has a major impact on consumers' purchasing decisions. In the end, eWOM helps customers make wise decisions by influencing perceived product value, trust, and brand loyalty in a variety of ways. Understanding eWOM's varied consequences will be crucial as organizations continue to use its capacity to create successful marketing campaigns and enduring consumer connections. Implications Growth in publications in the past few years suggests wider acceptance of eWOM in consumer buying behavior. Limited literature on psychological influences of user generated eWOM has been published in this field, hence, depicting the subject has future aspects. Originality/value This study highlights significant insights for eWOM scholars by employing a variety of complimentary methodologies to compare the advancements in the specialized sector with the larger management literature.