• S.PUSHPALATHA
• Dr. A. MALARVANNAN

The study investigates the influence of traditional Word-of-Mouth (WOM) and Electronic-Word-of-Mouth (e-EOM) on the purchase intentions of Generation Y & Z in the apparel sector. The study explores how these two communication forms, impact the decision-making process of these generational cohorts and aims to determine which factors (WOM or e-WOM) has a more significant effect on their apparel purchase intentions. A sample of 300 respondents from Chennai was selected using convenience random sampling methods to gather insights from the target population. Both primary and secondary data were utilized in this study, with primary data collected through a structured questionnaire employing a five-point Likert scale. Cronbach’s Alpha was used to assess the internal consistency and reliability of the measurement instrument. The findings reveal that while both WOM and e-WOM significantly affect purchase intensions, e-WOM has a stronger influence on the apparel purchase decisions of Generation Y and Generation Z. The results suggests that e-WOM, particularly through digital platforms, plays a dominant role in apparel brand decision making for these tech-savvy and socially connected generations.

Social Media Marketing, Electronic Word-of-Mouth (e-WOM), Word-of-Mouth (WOM, Purchase Intension, Apparel Brands

"The Impact of Traditional and Electronic Word-of-Mouth on Purchase Intentions of Generations Y and Z on Apparel Brands", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 12, page no.d195-d211, December-2024, Available :http://www.jetir.org/papers/JETIR2412324.pdf

"The Impact of Traditional and Electronic Word-of-Mouth on Purchase Intentions of Generations Y and Z on Apparel Brands", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 12, page no. ppd195-d211, December-2024, Available at : http://www.jetir.org/papers/JETIR2412324.pdf