INFLUENCE OF E-WOM THROUGH BRAND IMAGE AND TRUST ON PURCHASE DECISION OF ORGANIC PRODUCTS IN KARNATAKA
Abstract
Consumers usually tend to seek word of mouth (WOM) from friends and acquaintances before making their purchase decisions, with WOM being the most influential media for product information. As Internet technology grows rapidly, consumers like to share their opinions about products, brands, and businesses over the Web, known as e-WOM and it plays a significant role in consumers’ purchase decision making and has been valued by businesses. This Paper focuses influences on consumers’ purchase decision with respect to the content of e-WOM and the interaction between the suppliers and users of the information. The method of questionnaire is used for the empirical study. First, this study reviews pertinent literature as the theoretical basis of e-WOM are defined and distinguished by their characteristics and how advertising, brand and trust factors of e-WOM influences on purchase decision on organic products.
Keyword : e-WOM, Internet technology, Brand Image, Trust and Purchase decision
This work is licensed under a Creative Commons Attribution 4.0 International License.
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