Impact of Electronic Word of Mouth eWOM on Buying Behaviour of Smart Phone Consumers with reference to Hyderabad and Secunderabad Cities in Telangana State

Abstract

quotThe thesis entitled Impact of Electronic Word of Mouth (eWOM) on Buying Behaviour of Smart Phone Consumers with reference to Hyderabad and Secunderabad Cities in Telangana State is focused on three areas in management, they are E-Commerce, Consumer Behaviour, Online Reviews. The thesis is divided into five chapters, they are Introduction, Review of Literature, Research Methodology, Analysis and Interpretation, Findings, Suggestions and Conclusion. The study encompasses the results of the research pertaining to 1344 respondents collected through structured questionnaire of the twin cities on the above-mentioned topic. newline newlineThe first chapter of the thesis covered concept of E-Commerce, Global e-commerce, Mobile e-commerce in India, Consumer Behaviour, Types of Consumer Behaviour, factors influencing the Consumer Behaviour and covered concept of Online Reviews, Types of Online Reviews, and their Impact on the Buying Behaviour of the Consumers. newline newlineThe second chapter of the thesis throws light on the literature available till the time of study on the topic of research. The literature study focused on various types of studies available referred through journals, periodicals, textbooks, and reference books in the areas of Consumer behaviour and the impact of online reviews on the buying behaviour of the consumer. The review of literature covered the available sources of information through the internet from the year 1991 to 2022. The study covers 105 articles through resources. This wide range of literature reviews helped the researcher to identify the research gap with existing research reviews. The study also helped in defining the research problem effectively. newline newlineThe third chapter of the research describes the Research Methodology adopted by the researcher to progress ahead in formulation of objectives, define the sample population, construct the research contact tool, progress with collection of data and analysis of data. The researcher constructed a research model by defining dependent and independent variables ta