Investigation of Effect of Electronic Word of Mouth on Consumer Decision Making Process of Plurals and Millennials

The study inspects change in consumer decision making process of both millennial, plurals with effect of electronic word of mouth. The effect was determined by considering electronic word of mouth in place of exogenous construct, and stages of consumer decision making process in place of endogenous construct. To test the hypothesis, a theoretic model was designed by reviewing former literature. A data of 400 respondents were gathered by adopting structured questionnaire through stratified proportionate sampling with count 200 for plurals, millennial. The data were analyzed through Smart PLS by executing structure equational modeling. The results showed that whole consumer decision making process of millennial, plurals was positively impacted by electronic word of mouth. Statistically, it has been found that electronic word of mouth effected post purchase behaviour significantly, followed by purchase stage, need recognition, evaluation of alternatives and least affected was search of information. This research can provide assistance to marketers in understanding buying behaviour of both generations: plurals, millennial's that could be beneficial for them in designed digital marketing strategies to approach both generations on social media.