• Pooja Patil
• Priya

Purpose: The purpose of this research is to explore the extent to which user-generated social electronic word of mouth affects the customer’s buying behaviour and their purchase intentions. This consequently impacts the growth of the e-business. Design/methodology/approach: A questionnaire-based survey was conducted to examine the influence of eWOM on purchase intention of consumers. Information Adoption Modeling (IAM) was applied using data collected from 84 respondents comprising 32 female and 52 male users. Findings: The research established that positive word of mouth about any product or service besides eWOM usefulness, credibility and adoption have significant and positive impact on the purchase intention of the consumers. Research limitations/implications: The data set used for the study limits generalizing of results, as the data are not representative across the country or all the product categories. Furthermore, the study does not include all the antecedent factors of eWOM which can otherwise play a moderating effect on the eWOM adoption and consequently the purchase intention of the consumers. Originality/value: This paper provides useful and valuable insights into the relationship between Electronic word of mouth, and purchase intention of online consumers. The study can also be used for future study for different product and service categories using different social media sites and larger sample size collected from larger demography.

Information Adoption Modeling (IAM), eWOM, Purchase intention, eWOM adoption, eWOM usefulness, eWOM credibility, Positive word of mouth, e-business.

"Impact of Electronic word of mouth in online shopping among Indian Consumers", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 7, page no.f731-f742, July-2021, Available :http://www.jetir.org/papers/JETIR2107712.pdf

"Impact of Electronic word of mouth in online shopping among Indian Consumers", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 7, page no. ppf731-f742, July-2021, Available at : http://www.jetir.org/papers/JETIR2107712.pdf