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This repository provides metadata of IIMB Publications and aimed at creating and preserving an archive of Institution scholarship. IIMB Publications include Articles, Working Papers (FULL TEXT), Book Chapters published by Faculty, Doctoral Dissertations by FPM Scholars and Project reports of Students enrolled in various courses of IIMB.
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https://repository.iimb.ac.in/handle/2074/20038| Title: | Effect of word of mouse vs word of mouth on purchase intention | Authors: | Nayak, Sharanya R Yadav, Ravinder |
Keywords: | Word of mouse;WoMu;Word of mouth;WoM;Purchase intention;Marketing management | Issue Date: | 2019 | Publisher: | Indian Institute of Management Bangalore | Series/Report no.: | PGP_CCS_P19_152 | Abstract: | Today, we live in the age of rapid technological advancements and internet is becoming the prima facie for everything. With e-commerce websites, the shopping landscape is changing drastically. Today, a customer’s purchase journey starts at review or information pages on the web by experts or enthusiasts or reviews and ratings from past or current users of the product. This prompted us to understand the effect of Word of Mouth (WoM) v/s Word of Mouse (WoMu) on different types of products categories (high & low involvement) and their impact on purchase intention | URI: | https://repository.iimb.ac.in/handle/2074/20038 |
| Appears in Collections: | 2019 |
Files in This Item:
| File | Size | Format | |
|---|---|---|---|
| PGP_CCS_P19_152.pdf | 1 MB | Adobe PDF | View/Open Request a copy |
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