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Online WOM and Purchase Intentions by chloe.do.5699 is a document available to read on EtoBox.

What is Online WOM and Purchase Intentions about?

This article examines the influence of online word of mouth (WOM) on consumer purchase intentions, highlighting the shift from offline to online communication. It utilizes theories such as social comparison and social network analysis to demonstrate how user similarity and attitudes towards online forums impact purchase decisions. The findings suggest that online WOM can be as persuasive as offline WOM, emphasizing the need for marketers to understand these dynamics in digital contexts.

Author

chloe.do.5699

Language

EN