Abstract
Word of mouth (WOM) communication has become popular as consumers have been sharing their experiences and opinions regarding products, services, brands, and related companies at increased frequency and volume than ever before, fostered by innovative social media and interactive web. It profoundly influences consumer buying behavior. With the advancement of digital technologies, methods, techniques, art, style, speed, and approaches to communication have changed considerably. Sophisticated digital technologies empowered consumers to become more creative to customize, team up, and disseminate information through the internet. This information work as electronic word of mouth (eWOM), in the forms of online reviews, tweets, blog posts, likes, pins, images, and video testimonials. eWOM provides consumers with convenient opportunities to share their feelings and opinions which has a profound power to influence consumers' buying decisions. This research presents the impacts of eWOM on the buying behavior of consumers in Bangladesh.
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Statement of the Problem
There exists a dearth of literature regarding how eWOM influences consumers’ purchase intention in Bangladesh. Therefore, understanding the realities around this phenomenon is imperative to capitalize on the pervasive digital technology and the impressive growth of mobile phones and the internet. The following research question is derived from this context.
How does eWOM influence consumer purchase intention in Bangladesh?
Key Terms in this Chapter
Trust: The assured feelings of comfort, safety, and security of a person, party, or a living entity on another person(s), the party(ies), or living entities regarding any sorts of activities they intend or plan to do together.
Behavior: Any activity which is done or demonstrated by people or other creatures as an inevitable outcome of the interactions among the inherent driving forces with the external forces around in each situation or setting.
Discussion Forum: An actual or virtual gathering of a group of people engaged in or involved with the same or similar issues, to share their ideas, thoughts, and knowledge on that specific issue or topic in the process of answering the queries of the other members in the group to resolve different problems or just to have fun.
Buying Intention: Any wishful thinking or real thinking to have something under one’s ownership in exchange for a settled price as per the existing exchange system operating in any locality, region, or country.
Word of Mouth: Uncensored and uncontrolled talks of people on some challenging, entertaining, hot, or interesting current issues, which spread very rapidly having a huge impact on the participating community.