IMPACT OF EWOM ON SOCIAL MEDIA ON CUSTOMER PURCHASE INTENTION OF GENERATION Y IN KARACHI, PAKISTAN

Abstract

Purpose -This research paper explores the various factors that influence Generation Y’s use of electronic word of mouth (eWOM) on social media and its effects on customer purchase intention. Methodology & Design - A survey was adopted to research Generation Y factors - social media usage, technological savviness, family influence, and peer influence - and respondents were reached through convenient random sampling. The study used 293 respondents. The IBM SPSS Statistics 21 software was used to analyze the data. Findings - Social media usage, family influence, and peer influence showed a significant effect on Generation Y’s eWOM, while technological savviness proved to have no significance to this behavior. 1 he study examines how Generation Y’s usage ofsocial media affects people, businesses, and society. It also contributes to management implications as well as a research agenda. Limitations - While eWOM is not a new concept and a dearth of information exists, few pertain to Pakistan. This research will add to the literature and help managers and marketers. The study focused on a particular cohort within the Generation Y segment, not taking into account the socio-economic differences of Pakistan. Future research can address these concerns and use the study as a stepping stone. Recommendations — The study provides valuable insight for managers and marketers of Pakistan, allows a better understanding of a large segment of the market, and helps make informed decisions regarding eWOM.