International Journal of Scientific and Research Publications

IJSRP, Volume 12, Issue 10, October 2022 Edition [ISSN 2250-3153]


The Impact of electronic word of mouth on customer purchase intention: A study on mobile banking with special reference to Western Province in Sri Lanka
      Kalinga Senanayake, Thilini Mudiyanse
Abstract: Due to its significance in understanding how customers think, feel, and choose from many possibilities, marketers constantly make efforts to ascertain consumers purchase intentions. Cultural, social, personal, and psychological aspects are important ones that affect consumers purchasing intentions. As a result, consumers may be influenced along with what they hear (WOM) from people in their immediate social circle, such as friends, peers, family, etc. The rapid development of the Internet and its enhanced communication capabilities have greatly increased the breadth and scale of word-of-mouth (WOM) communication, creating a favorable environment for electronic word-of-mouth ("e-WOM").

Reference this Research Paper (copy & paste below code):
Kalinga Senanayake, Thilini Mudiyanse (2022); The Impact of electronic word of mouth on customer purchase intention: A study on mobile banking with special reference to Western Province in Sri Lanka; International Journal of Scientific and Research Publications (IJSRP) 12(10) (ISSN: 2250-3153), DOI: http://dx.doi.org/10.29322/IJSRP.12.10.2022.p13058

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