THE ROLE OF ELECTRONIC WORD-OF-MOUTH IN SHAPING PURCHASE INTENTIONS ON SOCIAL NETWORKING SITES

Social Networking Sites (SNSs) have become a crucial medium for the exchange of electronic word-of-mouth (eWOM) among consumers.However, the extent to which eWOM influences purchase intention on these platforms remains uncertain.This study aims to investigate the impact of key eWOM dimensions namely, information quality, information quantity, and information credibility on consumers' purchase intentions.Data were collected from 283 social media users in Hyderabad and Secunderabad through both paper-based questionnaires and Google Forms.The analysis revealed that the quality and usefulness of eWOM information significantly influence consumer purchase intentions.The findings of this research provide valuable insights for marketers, enabling them to better understand how eWOM on social media shapes consumer decisions.Furthermore, the study highlights the importance of collaborating with social media platforms to design strategies that encourage the sharing of reliable and meaningful eWOM, thereby enhancing consumers' purchase intentions.