Abstract
The subject titled evaluation on role of Electronic Word of Mouth (EWOM) in feelings and behavior of customers in E-shops was expressed in Digi-Kala Company. Then, research hypotheses and objectives were proposed and methodology, statistical population and needed sample of analysis technique were introduced to achieve goals and results of hypotheses. The findings suggest significant positive effect of (EWOM) on attitude of consumers and their positive emotions. Similarly, social positive and normal emotions may also have significant impact on attitude of consumers. At the same time, negative emotions of consumers have positively affected consumers’ attitudes as well. Finally social norms and attitudes of consumer may have significant positive effect on behavior of consumers.
Highlights
As one of the foremost and oldest informal communication tools, Electronic Word of Mouth (EWOM) advertisements play an efficient role in marketing processes e.g. encouragement of individual to buy the products and using services
Questionnaire was utilized as a tool to collect data and data analysis was done using some parameters e.g. mean and standard deviation and level of effect exerted by EWOM advertisement to intention of customers for purchase and related standard deviation have been measured 4.90 and 0.56 by means of the results from SPSS software application respectively and these rates indicated positive effect of EWOM advertisement on intention of purchase in consumers of Huawei mobile phones
According to the statistical results derived from statistical analysis in the current research, the relationship was obviously revealed among EWOM advertisement and positive and negative emotions and attitudes of consumers, social norms and behavior of consumers
Summary
As one of the foremost and oldest informal communication tools, Electronic Word of Mouth (EWOM) advertisements play an efficient role in marketing processes e.g. encouragement of individual to buy the products and using services. The E-business cut the hands of dealers and brokers and at the same time causes reducing advertisement costs, increases marketing opportunity, improves knowledge about market and strategic planning and develops range of participation by customers in giving the services in new system Both producers and consumers will be benefitted from this system. Electronic Word of Mouth (EWOM) ads EWOM marketing is done in various forms including buzz marketing (using news and amusement), viral marketing (publishing messages especially via email), and community marketing (Creation and supporting from some communities such as followership associations and clubs and user groups), product seeding (to put suitable product at disposal of influential subjects at right time), influencer marketing (to find influential individuals and communities) and brand- blogging (creation and participation in weblog through valuable information (Goyette et al, 2010). Synchronous One by one Websites, visiting product and other Asynchronous One by multiple & multiple by websites multiple
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