Impact of Word of Mouth Communication on Consumer Purchase Decision

Authors

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

DOI:

https://doi.org/10.18311/jbt/2022/30023

Keywords:

Brand Image, E-WOM Quality, Purchase Decision, Word-of Mouth Communication, WOM, Television<p> JEL Classifications, D12, M30, M31, M37, P23</p>

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.

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http://popdigitalmarketing.com/2013/12/26/wordmouth-marketing/

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Published

2022-08-18

How to Cite

Kokila, V., & Sampathlakshmi, N. (2022). Impact of Word of Mouth Communication on Consumer Purchase Decision. Journal of Business Thought, 13, 95–104. https://doi.org/10.18311/jbt/2022/30023