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Effects
of Electronic Word of Mouth (eWOM) on Purchase Decision Making in Saudi Arabia
Student’s
Name
Institutional Affiliation
TABLE
OF CONTENTS
3.0 Research Approach and Method
5.0 Advantages
of Selected Methodology
The retail industry is growing significantly as a result of applying word of mouth as a marketing approach since it impacts consumers’ behavior by providing them with details about a product or a service through informal communication. In the Saudi market, to purchase a product, older generations ask for product reviews from peers and neighbors; however, the trend has changed. Technological development has influenced the shopping behavior of young Saudis who use smartphone applications to access online reviews, usually denoted as electronic word of mouth (eWOM). Consequently, eWOM enables retail businesses to reach the ultimate buyers through constant sharing of communications about commodities...
