Effect of word of mouse vs word of mouth on purchase intention

The Digital Institutional Repository of IIM Bangalore

Please use this identifier to cite or link to this item: https://repository.iimb.ac.in/handle/2074/20038

DC Field	Value	Language
dc.contributor.advisor	Das, Gopal
dc.contributor.author	Nayak, Sharanya R
dc.contributor.author	Yadav, Ravinder
dc.date.accessioned	2021-06-22T10:05:03Z	-
dc.date.available	2021-06-22T10:05:03Z	-
dc.date.issued	2019
dc.identifier.uri	https://repository.iimb.ac.in/handle/2074/20038	-
dc.description.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
dc.publisher	Indian Institute of Management Bangalore
dc.relation.ispartofseries	PGP_CCS_P19_152
dc.subject	Word of mouse
dc.subject	WoMu
dc.subject	Word of mouth
dc.subject	WoM
dc.subject	Purchase intention
dc.subject	Marketing management
dc.title	Effect of word of mouse vs word of mouth on purchase intention
dc.type	CCS Project Report-PGP
dc.pages	24p.
Appears in Collections:	2019

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