EFFECT OF ELECTRONIC WORD OF MOUTH COMMUNICATION ON CUSTOMER LOYALTY AND PURCHASE DECISION IN QUICK COMMERCE BUSINESS – AN EXPLORATORY STUDY

As quick commerce platforms like Blinkit, Zepto, and Swiggy Instamart gain traction, understanding the impact of eWOM becomes crucial for developing effective marketing campaigns. This research paper explores the role of electronic word of mouth (eWOM) in influencing customer loyalty and purchase decisions within the quick commerce sector. The study employs the Stimulus-Organism- Response (SOR) model to analyze how various dimensions of eWOM—such as Customer Level Engagement (CLE), Social Media Platform Engagement (SMPE), and Influencer Partnership Engagement (IPE)—affect customer attitudes and behaviors. The findings show that CLE, SMPE and IPE contribute to effective eWOM and significantly influence purchase decisions but does not have any significant impact on customer loyalty. This research fills a notable gap in existing literature by focusing specifically on quick commerce, an area that has received limited attention compared to broader e-commerce contexts. The insights gained from this study provide valuable implications for quick commerce companies aiming to leverage eWOM as a strategic tool for customer acquisition and retention in an increasingly competitive landscape. Keywords: electronic word of mouth, customer loyalty, purchase decisions, quick commerce, marketing strategies.