| Autor: |
Jagaty, Debadeepti, Dash, Umakanta, Mahapatra, Puspalata |
| Předmět: |
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| Zdroj: |
PRERANA: Journal of Management Thought & Practice; Mar2024, Vol. 16 Issue 1, p10-16, 7p |
| Abstrakt: |
Globalization has resulted in intense competition among different product & service providers. With the diverse and large magnitude of products and brands available to consumers, it becomes a complex activity for any customer toexpose his or her purchase intention, when all the players in the market are promising a high level of brand quality and features. However, in this technology-driven environment, electronic -word of -mouth in terms of customer reviews, expert opinions, etc. has significantly influenced the consumer's attitude and decision in buying a particular brand or product. The objective of the current study isto synthesize the findings from previous literature on the effectiveness of eWom on different buying characteristics of a consumer which ultimately converts into a purchase decision. The study has focused on comparing the different conceptual models developed by researchers on eWom and intends to derive a conceptual framework that wouldinfluence consumer decisions in the 21st century consumer buying decision. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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