Abstract
Today, the advent and adoption of social media changed the way brands and consumers interact. Social media enable consumers to have more influence on the products and services that marketers create to meet their needs. Therefore, to explore attitude of Indian consumers' behaviour to affiliate with brands and engage in eWOM, this study carried out a survey of 181 social media users. Results of the study identified three factors-interpersonal influence, trust and endangerment that facilitate eWOM behaviour. Further, the study established the relationship between brand affiliation factors and purchase intention of social media users. The present study is the first research in India which performed segmentation of eWOM users.
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