The Impacts of Electronic Word of Mouth in Social Media on Consumers' Purchase Intentions

摘要: The influence of Electronic Word of Mouth (eWOM) on consumers` purchase intentions has been known for a long time. However, eWOM has gained a new dimension with the advent of social media. Before this new phenomenon, people were able to talk with anonymous people on the Internet. Social media enable people to talk with friends and acquaintances, on the Internet. This new way of eWOM might be more powerful in terms of triggering purchase intention. This study discusses the electronic word of mouth within the context of social media. Particularly, this study examines the influence of eWOM in social media on consumers` purchase intentions. The research consists of two phases. First, survey will be conducted to understand the effect of eWOM in social media on purchase intention. Then interviews will be made to reveal that how eWOM in social media affects consumers` purchase intentions. The results should contribute to both researchers and practitioners.