INFLUENCE OF ELECTRONIC WORD OF MOUTH (EWOM) ON CENTENNIALS BUYING BEHAVIOUR WITH REFERENCE TO APPARELS AND ACCESSORIES SECTOR IN INDIA

In today's dynamic marketing environment, thousands of marketers try and reach out to the same set of audience through innovative messaging mediums in order to break through the clutter. The word of mouth as a form of communication took to electronic format and marketers grabbed this opportunity as well. This form of marketing vowed many potential customers into making final purchases. The objective of this study is to find out about the level of importance given by the centennials to electronic word of mouth (eWOM) while making purchase decisionsand how marketers can use the insights for effective marketing strategies in clothing and accessories industry. The study dives deep into the various concepts of defining the generations, marketing practices followed at present and how social listening is adopted by marketers. To bring in accuracy, the study has been narrowed down to the Indian clothing segment and the research is restrictive to the Indian market only. This study is based on quantitative method. Tool used is survey questionnaire to reach to the main objective of this research. Survey method with the help of structured questionnaire was used for collection of data.For the interpretation of the concept, triangulation involving two theories ‘Social Comparison Theory' and ‘Social Impact Theory' will be used in the study