An empirical investigation of user interaction on social media; the impact of word of mouth and brand awareness on purchase intention

Abstract

The WOM has the greater influence on the purchase decisions of the customers. Revolutions in the computer technology and the emergence of the online marketing transmitted the information system. This phenomenon impacts the consumer buying behavior and the consumption. The main object of this is to analyze the multimedia and its influence on the consumer purchase decision, the purpose for this paper is to provide the both conceptual and theoretical framework of word of mouth communication and its impact on the consumer buying intention. The research has been conducted in KHADI to gather the data. The sampling technique has been used to gather response from the public. A total of 200 questionnaires are floated ad 122 respondent respond. The results show that there exists a significant correlation with the brand awareness and the purchase intention on the word of mouth. The positive word of mouth has positive impact where the negative word of mouth are has negative impact on the company’s image. This study is helpful for both the customers and the industry as well. Customers’ came to know that how the negative word of mouth will affect their decision-making process and the industry also came to know that how they reduce the negative word of mouth and enhance the positive word of mouth for their products.