Evaluation on Role of Electronic Word of Mouth (EWOM) Ads in Customers’ Emotions and Choices in E-Shops

Abstract

The subject titled evaluation on role of Electronic Word of Mouth (EWOM) in feelings and behavior of customers in E-shops was expressed in Digi-Kala Company. Then, research hypotheses and objectives were proposed and methodology, statistical population and needed sample of analysis technique were introduced to achieve goals and results of hypotheses. The findings suggest significant positive effect of (EWOM) on attitude of consumers and their positive emotions. Similarly, social positive and normal emotions may also have significant impact on attitude of consumers. At the same time, negative emotions of consumers have positively affected consumers’ attitudes as well. Finally social norms and attitudes of consumer may have significant positive effect on behavior of consumers.