The Consumers Purchasing Habit Based on Electronic Word-Of-Mouth in the Context of Social Networking Sites

Increasing amount of importance is being given to electronic word of mouth as it has been accepted as a reliable form of marketing. Under this scenario this study aims to find out the factors which exert a force of influence on the purchasing habit based on electronic word of mouth. Living in a digitally connected era social networking sites has its own role to play in this plot. For this study data has been collected from 270 respondents. This study points out that Content quality, Character of the platform, Trust and Risk are the important factors exerting influence with trust having the most positive impact on purchasing habit