Influence of electronic word-of-mouth on consumer behavior

الملخص EN

This paper investigates the impact of electronic word-of-mouth (e-WOM) on consumers' purchase decisions, and more specifically on product attitude and purchase intention.

after a brief review of the academic literature, we conducted a survey of 70 respondents.

the results of the data analysis, using PLS structural equation modelling, show that e-WOM has a positive and a significant impact on product attitude and purchase intention.

managerial implications and avenues for future research are addressed.