Power of Electronic Word of Mouth on Buyer Procurement Intents with respect to E-tailers

Abstract

The power of electronic word of mouth (e-WOM) on buyer procurement intents within the e tailing industry highlights its noteworthy role in decisive the digital marketplace. E-WOM has emerged as key factor in understanding how consumers make decisions in online shopping environments. It reflects the growing importance of online platforms, especially social media,as avenues for buyers to express their opinions and recommend products or services to others. This development has sparked considerable academic attention,as researchers examine how e-WOM affects consumer purchasing behavior, brand image, and credibility of online information. Existing studies indicate that consumers tend to trust anonymous online reviews more than information from conventional media. Therefore,itis vital for businesses to comprehend the mechanisms of e-WOM in order to successfully connect with and influence tech-oriented buyers.