The Influence of Electronic Word of Mouth in Social Media on Consumers’ Purchase Intentions

摘要: Electronic word of mouth (eWOM) has gained a new perspective through the advent social media. Formerly, eWOM been occurring between anonymous people on Internet. However, thanks to media, is now who already know each other, such as friends and acquaintances. For this reason, in media considerable potential influence consumers’ purchase intentions; importance these conversations thus cannot be ignored. Therefore, study examined factors that effects behaviour their impacts intentions. Survey method used order answer research questions. Findings provide practical theoretical implications for marketers.