INFLUENCE OF E-WOM CONVERSATIONS FROM SOCIAL PLATFORMS AND E-COMMERCE PLATFORMS ON PURCHASING CHOICE

The implications of word-of-mouth marketing affect consumers' buying decisions and have become an important tool for online companies to promote their products on digital platforms. This research study analyses the influence of E-WOM through social media sites and online commerce sites on smartphone buying decisions. 382 respondent's data were collected and confirmatory factor analysis was used to validate the data. Multiple regression analysis was utilized to analytically test the outcome of independent elements (Quality of EWOM, Quantity of E-WOM, E-WOM attitude towards the product, E-WOM attitude towards the website, and Format of E-WOM) on online purchase intent (dependent factor). According to the findings, three factors including Quality of E-WOM, E-WOM Quantity, and E-WOM attitude towards the website have considerable effects on purchasing choice of smartphone. In contrast, E-WOM attitudes towards the product and format of E-WOM do not have such an influence on purchase intent. This research study clearly explains that E-WOM information and opinions of people on these digital platforms may be of great importance to other individuals as it will change their buying intent and perceptions towards different products and affect their decisions to buy. Keywords: Consumer Purchase Intention, Quality Of E-WOM, Quantity Of E-WOM, EWOM Attitude, Format Of E-WOM, Purchase Decision.