IJSRP, Volume 12, Issue 10, October 2022 Edition [ISSN 2250-3153]
Kalinga Senanayake, Thilini Mudiyanse
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").