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Impact of Word of Mouth Communication on Consumer Purchase Decision.


Affiliations
1 Assistant Professor, PG and Research Department of Commerce, A.D.M. College for Women, Bharathidasan University, Nagapattinam – 611001, Tamil Nadu, India
2 Associate Professor, PG and Research Department of Commerce, A.D.M. College for Women, Bharathidasan University, Nagapattinam – 611001, Tamil Nadu., India

Corporate executives are searching for new ways to make consumers aware of a product or service as the market is highly competitive. They adopt different methods to achieve this goal. Consumers make decisions using a variety of methods, including word of mouth. Therefore, this study was done to investigate the effect of WOM communication (word of mouth) on the outcome of a brand or the brand image effect on the decisions of consumers to purchase a television. The study focuses on television brands mainly. A sample of 552 was collected from Karaikal, Puducherry State, using the questionnaire method. The data thus generated was analysed with the help of PLS-SEM. The findings reveal that offline WOM, online WOM, E-WOM quality, and information consumption all have a significant impact on the brand image, whereas the brand image has a direct influence on the consumer purchase decision of television. The impact of prior purchase satisfaction and expertise of the sender was found to be not significant.

Keywords

Brand Image, E-WOM Quality, Purchase Decision, Word of Mouth Communication, WOM, Television.
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Abstract Views: 174




  • Impact of Word of Mouth Communication on Consumer Purchase Decision.

Abstract Views: 174  | 

Authors

V. Kokila
Assistant Professor, PG and Research Department of Commerce, A.D.M. College for Women, Bharathidasan University, Nagapattinam – 611001, Tamil Nadu, India
N. Sampathlakshmi
Associate Professor, PG and Research Department of Commerce, A.D.M. College for Women, Bharathidasan University, Nagapattinam – 611001, Tamil Nadu., India

Abstract


Corporate executives are searching for new ways to make consumers aware of a product or service as the market is highly competitive. They adopt different methods to achieve this goal. Consumers make decisions using a variety of methods, including word of mouth. Therefore, this study was done to investigate the effect of WOM communication (word of mouth) on the outcome of a brand or the brand image effect on the decisions of consumers to purchase a television. The study focuses on television brands mainly. A sample of 552 was collected from Karaikal, Puducherry State, using the questionnaire method. The data thus generated was analysed with the help of PLS-SEM. The findings reveal that offline WOM, online WOM, E-WOM quality, and information consumption all have a significant impact on the brand image, whereas the brand image has a direct influence on the consumer purchase decision of television. The impact of prior purchase satisfaction and expertise of the sender was found to be not significant.

Keywords


Brand Image, E-WOM Quality, Purchase Decision, Word of Mouth Communication, WOM, Television.

References