The Influence of Electronic Word of Mouth on Online Purchasing: A Bhubaneswar Perspective

Abstract

Electronic word of mouth (EWom) has become a crucial communication tool in the digital age. The importance of online reviews and ratings on consumers has increased recently. The study's primary goal is to determine how certain eWom characteristics, such as eWom message consistency, eWom content platform, and eWom valency, affect the popularity of a product and the level of customer participation that influences consumers' intentions to make a purchase. The study is intended to know the impact of factors of eWom on the purchase intention of online buyers in Bhubaneswar. The study was tested on 201 respondents through a cluster sampling method with a structured questionnaire. The regression analysis approach was utilized to analyze the objective and obtain the findings. It revealed that the EWom content platform and Information credibility strongly impact buyers' purchase intention. Information credibility plays a vital role in the purchase decisions of buyers.