IMPACT OF ELECTRONIC WORD OF MOUTH ON CONSUMER PURCHASE INTENTION IN FOOTWEAR INDUSTRY OF PAKISTAN

Abstract

This research study looks at the impact of electronic word of mouth on consumer purchase intention. This study is specifically based in Lahore city. Electronic word of mouth is an independent variable, consumer perception is mediator and consumer purchase intention is dependent variable. This research is performed in footwear sector. For this study, 500 students of different universities were asked
questions about effect of electronic word of mouth on consumer buying behavior in footwear industry of Pakistan. When the surveys were completed and returned, the data was entered into SPSS for analysis. Several tests were run on the data, and significant findings were present. It was found that electronic word of mouth have significant effects on consumer purchase intention. The results and data are discussed in depth within this report. There are also several recommendations as well as future research implications at the end of this research study.