Electronic word of mouth (e WOM) communication has turned into an important element in marketing strategy as it can influence purchase decision making. The objective of this study is to investigate the effect of electronic word of mouth on purchasing decision. The study also examines the moderating effect of brand image in the relationship between the word of mouth and purchase decision. A survey conducted to provide answers of the research questions. In this study, two hundred questionnaires were distributed using accidental sampling. The finding of this study reveals that electronic word of mouth has positive influence on purchase decision. The study also found that brand image has moderating influence in the relationship between electronic word of mouth and purchase decision.
Volume 11 | 03-Special Issue
Pages: 995-1002