Abstract
The target of this research is to figure out whether online word of mouth affects buyers purchasing choice contrarily or emphatically. Primary information is gathered from 60 randomly selected graduate business students in a private Lebanese university. The gathered data is then analyzed. In conclusion, it is uncovered that for the most part buyers trust word of mouth. Moreover, results show two things that can demotivate the purchasing of certain products: an intense experience of any item/benefit and negative verbal remarks. Customers today are influenced by word of mouth. Whether customers live in the developing or the developed world, customers are influenced by what is being said about products or services.
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