Electronic word of mouth in etailing and online travel industry antecedents adoption and its impact on sale

Abstract

Electronic word of mouth has been stated to be a dominating factor in shaping online consumers behaviour. Consumers not only use others reviews before purchasing goods and services online but, they also prefer to share their reviews with other users after using the products and services purchased online. But, what influences or drives the consumers to share their negative and positive purchasing experiences with others on the online platform is hugely neglected issue. There was a need to investigate and explore the various factors or drivers that influences online consumers to share online reviews Thus, this study focused on the need for an extensive exploratory study to examine consumers intentions to share eWOM. As online reviews are one of the most vital sources of information for consumers while making purchase decisions, there was a need to know how users perceive the quantitative and qualitative information that is embedded in online reviews. There was also a need to determine that what aspects of online reviews are likely to impact online sales. newlineElectronic word of mouth is the new and emerging phenomenon in India which attracts the attention of both practitioners and researchers. The findings of the study have implications for marketers and multiple stakeholders with instructional insight for marketing of products online with empirical evidence on the effectiveness of some measures that can enable to increase the impact of eWOM on consumers purchase intentions. Further, it also contributes to the literature by filling the gaps found in the literature. newline newline