INFLUENCE OF ELECTRONIC-WORD OF MOUTH IN SOCIAL NETWORKING SITES ON CUSTOMER PURCHASE INTENTION

E-Commerce companies are implementing a lot of strategies to increase product sales and gauge on customer engagement. In the world of social media and online networking, online reviews have gained much importance. Consumers prefer to check the opinion expressed by previous customers of the same product. A good experience by a customer usually leads to him suggesting the product to other customers through word of mouth. With online platforms, this word of mouth has transformed into eWord of mouth. EWOM has become critical in today's world and changing the way the customers respond to products.