A STUDY ON THE EFFECTS OF ELECTRONIC WORD OF MOUTH ON CONSUMER PURCHASE INTENTION AMONG FACEBOOK USERS IN CONTEXT TO FAST FOOD INDUSTRY- A CONCEPTUAL REVIEW

Electronic Word of Mouth (EWOM) supports consumers' in decision making practice. However, social media has added a unique dimension to EWOM, permitting consumers to correspond with groups on an online platforms. Facebook is considered to be the most eminent platform as it has engaged more users than any other social media platform. Considering food and beverages, Facebook word of mouth (FWOM) is ascertained to be important. Therefore, this research has chosen to discover the effect of EWOM on Consumer Purchase Intention (CPI) among Facebook users in context to fast food industry. Fast food industry occupies the rank of one of the biggest competing industries, which expresses that the sales of fast food industry have grown even if there is negative EWOM related to it. Hence, it can be disputed that there is no influence of negative reviews on CPI towards fast food that counter the findings related to EWOM. To support the study, the conceptual review is rooted on favorable and theoretical findings are presented. Study concludes with propositions of research to inspect how EWOM impacts CPI in reference to fast food industry. Since, there was a vague clarity on EWOM behaviour generated in Facebook in shaping purchase intentions, the study give an intense understanding on the impact of EWOM on CPI towards fast food industry.