Assessing the Impact of Electronic Word of Mouth on Brands Switching

Abstract

The increasing amount of electronic word of mouth has significantly affected how consumers purchase. Customer behaviour known as "brand switching "gives them the opinion to select a product or service that best suits their needs. Individuals who are dynamic and relate to social media are free to comment on a good or service. With the rise of social commerce, has become an essential reference for users to make purchase decisions. A survey was conducted on a general audience, including both males and females, by using a questionnaire technique. A total of 199 respondents filled out the questionnaire. The result indicates that only one independent variable has been proved acceptable under the assumption: the other variables, brand image, brand attachment, and environmental effect comparative advertisement approved by the analysis. The study proves that electronic word of mouth plays a vital role in brand switching. Individuals who are dynamic and relate to the social network.