• Mayank Ranjan
• Dr. G.K .Saini

Word of mouth is defined as a marketing communication tool for increasing the customer engagement and purchase intention of the previous, existing and potential customers. For them it’s a source of information which is informal or casual communication between customers to customer about a product. It is considered as a process where interpersonal communication between sender and receiver influences behavior, perception or attitude of receiver. In this study electronic word of mouth and visual electronic word of mouth is treated as communication mode that takes place through various electronic media such as social network websites for the customers and by the customers. Very few researches has been done for studying the effect of VeWOM on purchase intention and customer engagement. Based on theoretical framework, seven hypotheses were proposed addressing the differential effect of quality of review (high & low) and valance (positive &mixed) of VeWOM and eWOM on purchase intention and customer engagement, out of which two hypotheses got rejected. To test these hypotheses a study was conducted, among students of different managements colleges. Experimental researches with the help of eight different scenarios were conducted, with 48 subjects/respondents for each scenario i.e. total 384 subjects for each study. Quantitative methodology was applied to collect data and statistical tool (SPSS) was used for data analysis. Analysis demonstrated that VeWOM has a higher impact on purchase intention than eWOM but not on customer engagement. It is also seen that high quality reviews generate higher Purchase Intention and higher Customer Engagement as compared to low quality counterparts. When the quality of review is high in VeWOM, it manages to generate higher purchase intention as well as on customer engagement, as compared to eWOM, even if the valence of the content is mixed. However if the quality of review is poor, VeWOM still generates higher purchase intention, but not customer engagement. Students are not the true representatives of customers and hence there can be problem of external validity in generalizing the results. There might be some difference in outcome if the respondents would have been customers for different online portals. There is huge difference in expectation, personality and choices of students and customer

Electronic word of mouth, visual electronic word of mouth. purchase intention, customer engagement.

"A Study on Impact of Electronic and Visual Word of Mouth on Customer Engagement and Purchase Intention", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 10, page no.d630-d669, October-2021, Available :http://www.jetir.org/papers/JETIR2110370.pdf

"A Study on Impact of Electronic and Visual Word of Mouth on Customer Engagement and Purchase Intention", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 10, page no. ppd630-d669, October-2021, Available at : http://www.jetir.org/papers/JETIR2110370.pdf