INFORMATION AND SOURCE ANTECEDENTS TO EWOM: A REVIEW OF LITERATURE

INFORMATION AND SOURCE ANTECEDENTS TO EWOM: A REVIEW OF LITERATURE

Sayyeda Jatniwala¹ ,Mitesh Jayswal²,Riddhish Joshi³ ,

¹ Assistant Professor, Management, P. P.Savani University, Surat, India

² Professor, Management, Sardar Patel University, Anand, India
³ Assistant Professor, Management, S. R. Luthra Institute of Management, Surat, India

Abstract:

Social media where people can create, share and exchange information has now become a part and parcel of everyone’s life. Electronic Word of Mouth (EWOM) plays a prominent role in influencing the online buying intention of the customers as customers highly rely on the reviews shared by others. This paper extends the knowledge of EWOM by developing a conceptual model. Exploratory Research Design has been used to identify the two categories of antecedents to EWOM i.e. Information and Source.

Keywords: EWOM,Information, Source, Social Media, Online Buying Intention