EFFECTIVENESS OF E-WOM ON BRAND RESONANCE

Authors

  • V.ANUPRIYA,  Dr.G.S.MAHESWARI, Dr.M.KAVITHA andDr. VINNARASI B

Abstract

One of the most comprehensive conceptions of eWOM was proposed by Litvin et al. (2008), who described it as all informal communication via the Internet addressed to consumers and related to the use or characteristics of goods or services or the sellers thereof. When buying products, consumers often look at information written by other consumers on the internet. In other words, they turn to electronic word of mouth (eWOM). Marketers can take steps to generate, support, and amplify eWOM and so influence consumers' decision-making process.

Published

2022-11-30

How to Cite

V.ANUPRIYA, Dr.G.S.MAHESWARI,Dr.M.KAVITHAandDr.VINNARASIB. (2022). EFFECTIVENESS OF E-WOM ON BRAND RESONANCE. International Journal of Economic Perspectives, 16(11), 122–130. Retrieved from https://ijeponline.org/index.php/journal/article/view/443

Issue

Vol. 16 No. 11 (2022)

Section

Peer Review Articles
Copyright & Licensing
Copyright (c) 2022 © 2022 by The Authors. Creative Commons License This journal is licensed under a Creative Commons Attribution 4.0 International License.

Allows users to: distribute and copy the article; create extracts, abstracts, and other revised versions, adaptations or derivative works of or from an article (such as a translation); include in a collective work (such as an anthology); and text or data mine the article. These uses are permitted even for commercial purposes, provided the user: gives appropriate credit to the author(s) (with a link to the formal publication through the relevant URL ID); includes a link to the license; indicates if changes were made; and does not represent the author(s) as endorsing the adaptation of the article or modify the article in such a way as to damage the authors' honor or reputation. CC BY