A STUDY OF FACTORS INFLUENCING TOWARDS E-WOM CREDIBILITY AMONG THE MILLENNIALS

The study's purpose is examining whether the factors influencing the Credibility among the Millennial. The The study is used in both primary & secondary data. The secondary data obtained from the earlier publications in research papers, magazines, articles, and textbooks related to E-WOM Credibility. The Primary data accumulated from the Millennial who is aware of the E-WOM Credibility. Data collected with proper development of a structured survey from a sample of 1000 Millennial in Chennai city. The Millennial were chosen randomly throughout the Chennai city and different Sectors. Out of 1000 responses, 217 responses are not properly filled by the millennial. Therefore these responses rejected and the rest 783 responses used for the final study. The regression model results explain that there is significant influence of factors towards the E-WOM Credibility among the Millennial. Whereas, the model overall its predictors extremely strong to give details the variability related to E-WOM credibility. In overall, the factors namely Quality, Polarity, Logic & Articulation, Sources, and Prior Knowledge, and Expertise are significantly influencing towards EWOM Credibility among the Millennial.