The Influence Of Electronic Word-of-Mouth(eWOM) In Social Media On Consumers’ Purchase Intentions

The aim of this research was to study the antecedents of eWOM and its impact on consumer purchase intensions with respect to the online buying in Pakistan social media.Through this study researcher targets to find out whether antecedents of eWOM has influential impact on consumer’s purchase intensions,there are many factors that affects the customer’s buying decision but author focused on critical five antecedents and identified their impact.The study was reserved respondents living in Pakistan,for the objectives of the thesis researcher used quantitative method to collect the data and data was collected through the survey method and analyzed the data in MS Excel.The data that was collected from the survey the researcher then analyzed data through following test methods(CFA,SEM,HTMT)to analyze the hypothesis that hypothesis were supported or not.The results and findings of the study indicated that these antecedents(Argument Quality,Source Credibility,Source attractiveness,Emotional Experience and Social Support)were associated persuasive eWOM messages and that eWOM communication on social media was positively has impact on consumer’s purchase intensions and building a brand image in the minds of customers.The researcher conclude that all hypotheses were fully supported and this study affirms that eWOM communication really affects the consumer’s decisions positively and enable them to take decision with minimum risk of online shopping in Pakistan.Furthermore,the researcher looks onward to contributing the existing knowledge about eWOM and its impacts on consumer.