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    Impact of Negative Ewom On Purchase Intention Among Millennials

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    Rohit Singh
    The document discusses the impact of negative electronic word of mouth (eWOM) on purchase intentions among millennials. It begins with an introduction on millennials' internet usage habits and reliance on online reviews. It then defines eWOM and negative eWOM, noting that negative reviews spread faster and influence consumers more. The literature review finds that negative eWOM reduces brand trust and loyalty. A conceptual framework and hypotheses are proposed that negative eWOM reduces brand trust and purchase intentions, while brand trust impacts purchase intentions. The study aims to analyze these relationships regarding millennials.

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    Impact of Negative Ewom On Purchase Intention Among Millennials

    Uploaded by

    Rohit Singh
    200 views13 pages
    The document discusses the impact of negative electronic word of mouth (eWOM) on purchase intentions among millennials. It begins with an introduction on millennials' internet usage habits and reliance on online reviews. It then defines eWOM and negative eWOM, noting that negative reviews spread faster and influence consumers more. The literature review finds that negative eWOM reduces brand trust and loyalty. A conceptual framework and hypotheses are proposed that negative eWOM reduces brand trust and purchase intentions, while brand trust impacts purchase intentions. The study aims to analyze these relationships regarding millennials.

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    The document discusses the impact of negative electronic word of mouth (eWOM) on purchase intentions among millennials. It begins with an introduction on millennials' internet usage habits and reliance on online reviews. It then defines eWOM and negative eWOM, noting that negative reviews spread faster and influence consumers more. The literature review finds that negative eWOM reduces brand trust and loyalty. A conceptual framework and hypotheses are proposed that negative eWOM reduces brand trust and purchase intentions, while brand trust impacts purchase intentions. The study aims to analyze these relationships regarding millennials.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    200 views13 pages

    Impact of Negative Ewom On Purchase Intention Among Millennials

    Uploaded by

    Rohit Singh
    The document discusses the impact of negative electronic word of mouth (eWOM) on purchase intentions among millennials. It begins with an introduction on millennials' internet usage habits and reliance on online reviews. It then defines eWOM and negative eWOM, noting that negative reviews spread faster and influence consumers more. The literature review finds that negative eWOM reduces brand trust and loyalty. A conceptual framework and hypotheses are proposed that negative eWOM reduces brand trust and purchase intentions, while brand trust impacts purchase intentions. The study aims to analyze these relationships regarding millennials.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 13

    Impact of negative ewom on purchase

    intention among millennials

    Presented By:
    Rohit Singh(1112)
    Akshay Anand(1113)
    Sushobhan Dutta()
    Sankalp Gosawi(1130)
    Raja Solanki(1157)
    Mrinal Chawhan(1159)
    INTRODUCTION
    • In 2019, the millennials spent an average of 2 hours 22 minutes daily browsing
    internet
    • Great opportunity for businesses to advertise online.
    • Thus great risk of fraud or faulty products being sold online.
    • So consumers seek for information from sources other than company.
    • These online sources are generally reviews, comments, experiences of other
    consumers.
    • This information is known as eWOM.
    • In this research we will try to find if any, what are the impacts of negative eWOM
    on purchase intentions of millennials.
    Electronic Word of Mouth
    • Traditional WOM with the introduction of internet.
    • Multiple channels like blogs, product review websites, social media,
    etc.
    • eWOM has better reach and longer presence.
    • Consumer-focused discussions have more credibility than content
    produced by marketers.
    Negative eWOM
    • WOM used to communicate dissatisfaction or complaints about a
    product, service or company is negative eWOM.
    • Negative eWOM travels faster than positive eWOM, therefore it is
    considered to have more influence than positive eWOM.
    • It has been observed that consumers are more likely to share negative
    experiences as compared to the positive experiences.
    • Because of its characteristics to spread faster and have longer
    presence, it is very destructive for companies.
    Millennials
    • Millennials or Gen Y is a group of people born between 1980-2000.
    • They grew up with access to social networks, smartphones, tablets and
    other digital technology in use today.
    • 34% of Indian population is Gen Y.
    • Millennials now make more than 54% of their purchases online.
    • 8 out of 10 millennials never buy anything without first reading a review.
    • 81.3% millennials said they shop online at least once in a month.
    • 45% of them admitted that they prefer buying online because they can
    run comparison on products.
    Source: https://www.invespcro.com/blog/millennial-online-shopping-habits/
    LITERATURE REVIEW
     Literature on the impact of eWOM on consumer opinions and behaviour suggest that the influence of eWOM from an
    interpersonal source is similar to offline interpersonal influence [2].

     Many research show purchasers’ choices are fashioned via way of means of credible eWOM from interpersonal sources
    consisting of friends, loved ones and co-workers or individuals who are categorised as client’s number one reference group.

     A negative eWOM has a significant effect on purchasers’ mind-set to a brand and influences brand switching behavior,
    reducing customer loyalty. Stronger eWOM ends in more effect on brand switching behavior.

     The strength of the data contained in a negative eWOM influences the cognition, reliability, trust and belief of purchasers and
    this considerably influences their brand.

     In addition to the power of the eWOM, the frequency with which the receiver reads the negative eWOM impacts the
    cognition and assessment of data and the possibility of brand switching behavior.

     Most research establish the significance of word-of-mouth in customer behaviour via quantitative research wherein the
    factors discover the presence of valence and strength.

     In the consumer behaviour, the behavioural perspective model [4] systematically relates overt behaviours to the feelings of
    pleasure, arousal, and dominance (PAD) that Mehrabian (1996) addresses as fundamental affective dimensions of human
    performance
    Search And Selection
    Keywords: “Negative eWom”, “Purchase intentions of millennials”, Millennial purchase behaviour”,
    “Effects of eWOM”, “eWOM impact”
    Criterion Inclusion Exclusion

    Journal Type ABDC and/or Scopus indexed Other sources

    Database EBSCO, Elsevier’s Science Direct, Emerald, All others


    Sage and Wiley, Research Gate

    Study type Conceptual, Case Study and Empirical studies All others

    Language English Other languages

    Time period 2004 – 2020 Before 2004


    Critical Appraisal:
    No. Authors 1 2 3 4 5 Appraisal
    1 Tabea Baur & Bjom Nystrom (2017) Y Y Y Y Y High
    2 Rajbir et al., (2018) Y Y U N Y Moderate
    2 Melissa Abner (2019) Y Y Y Y Y High
    4 Geeta et al., (2017) Y Y U U Y Moderate
    5 Park D-H & Lee J (2008) Y Y Y Y Y High
    6 Gvili, Y & Levy S (2018) Y Y Y Y Y High
    7 Mishra A & Satish S. M. (2016) Y Y U Y Y Moderate
    8 Aruna & Santhi, (2015) Y Y Y Y Y High
    9 Solka et al., (2011) Y Y Y N Y High
    10 Lamberton & Stephen (2016) Y Y Y U Y High
    11 Henning-Thurau & Walsh (2004) Y Y N Y Y High
    12 Abrantes et al., (2013) Y Y U Y Y Moderate
    13 Kucukemiroglu & Kara (2015) Y Y Y Y Y High
    14 Kudeshia & Kumar (2017) Y Y Y Y Y High
    15 Steffes & Burgee (2009) Y Y Y Y Y High
    16 Bilgihan & Bujisicb (2015) Y Y Y U Y Moderate
    17 Zhang et al., (2017) Y Y Y Y Y High
    18 Shamhuyenhanzva et al., (2016) Y Y Y Y Y High
    19 Kao et al., (2016) Y Y N U Y Moderate
    20 Hodeghatta & Sahney (2016) Y Y Y Y Y High
    Descriptive Analysis:
    Thematic Analysis

    ● It is an analytic approach to encode qualitative information to identify


    themes and patterns
    ● Used when trying to understand a phenomenon and especially in business
    research, when analyzing market trends, a company’s desired strategy, or
    a corporate culture
    Findings
    ● These thematic structures are interpreted by looking for commonalities,
    I. Experiences are expressed through EWOM
    relationships, overarching patterns, theoretical constructs, or explanatory
    II. Vital role played by opinion leaders in the
    principles content sharing process
    ● Several data sources can be used in thematic analysis, from interview III. Complete online interaction, on multiple
    transcripts, field notes, and memos, to documents and digital files platforms and directed at large number of
    ● Increase the Sense of Power by Offering Platforms-With the help of people
    thematic analysis, it is possible to notice that all the interviewees IV. Not limited by time or space and is often
    acknowledge the importance of offering consumers many venues to say anonymous
    their opinion V. Users often concerned about their online
    reputation but EWOM is becoming increasing
    relevant in decision-making phase
    Thematic Analysis
    Conceptual framework:

    Based on the literature review and the conceptual framework (Figure 1), the study proposed the following hypothesis:
    H1: Negative eWOM has a negative and significant impact on the brand trust.
    H2: Negative eWOM has a negative and significant impact on the purchase intention of millennials.
    H3: Brand trust has a significant impact in the purchase intention of millennials.
    REFERENCES
    [1] Amblee, N. & Bui, T. 2008. Can brand reputation improve the odds of being reviewed online?
    International Journal of Electronic Commerce, 12(3): 11-28.
    [2] Blodgett, J.G. and others. 1993. The effects of perceived justice on complainants’ negative word of-
    mouth behavior and repatronage intentions. Journal of Retailing, 69(4):399-427.
    [3] East, R., Hammond, K. & Lomax, W. 2008. Measuring the impact of positive and negative wordof mouth
    on brand purchase probability. International Journal of Research in Marketing, 25:215-224.
    [4] Wood, W., & Hayes, T. (2012). Social Influence on Consumer Decisions: Motives, Modes, and Consequences.
    Journal of Consumer Psychology, 22 (3), 324-328.
    [5] Jalonen, H., & Jussila, J. (2016). Developing a Conceptual Model for the Relationship Between Social Media
    Behavior, Negative Consumer Emotions and Brand Disloyalty. In Conference on e-Business, e-Services and e-Society
    (pp. 134-145). Springer International Publishing.
    [6] Fu, X., Bin, Z., Xie, Q., Liuli, X., & Yu, C. (2011). Impact of quantity and timeliness of EWOM information on
    consumer's online purchase intention under C2C environment.
    [7] Gordon R. Foxall & Teresa C. Schrezenmaier (2005) Patterns of consumer response to retail price differentials, The
    Service Industries Journal, 25:3, 309-335

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