Abstract
Social media where people can create, share and exchange information has now become a part and parcel of everyone’s life. Electronic Word of Mouth (EWOM) plays a prominent role in influencing the online buying intention of the customers as customers highly rely on the reviews shared by others. This paper extends the knowledge of EWOM by developing a conceptual model. Exploratory Research Design has been used to identify the two categories of antecedents to EWOM i.e. Information and Source. Keywords: EWOM,Information, Source, Social Media, Online Buying Intention
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