The Influence of Electronic Word of Mouth and Online Purchasing on the Youth Population in India

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Dr. Gagan J. Bhatia, Prof. Ritika Vohra Kathuria, Dr. Abha Sharma, Dr Viji S, Dr N Srikanth Reddy, Dr Biswamohan Dash

Abstract

The examination of the influence of word of mouth and online purchase on the youth population in India, as well as other regions, is a diverse and intricate topic that may be approached from multiple perspectives. The influence of word of mouth and internet purchase can exhibit significant variations across individuals and communities within the Indian context. The phenomenon of word of mouth and internet purchase has a significant and ever-changing impact on the youth population in India. Comprehending this convergence holds significant importance for politicians, corporations, and parents alike. The current era presents an exhilarating period for the younger generation in India, as they adeptly navigate the digital landscape armed with their smartphones, while simultaneously drawing from the knowledge and experience of their older counterparts. The primary objective of this research study is to examine the impact of e-word-of-mouth (WOM) marketing on the fashion sector, with a particular focus on the role played by social media platforms. The study largely focused on surveying participants from the region of India, where fashion is highly popular among individuals of all age groups, particularly the younger generation. The study included a structured questionnaire as a means of eliciting participants' responses. The Chi-Square test was employed to examine the hypothesis regarding the relationship between age and the influence of social media on purchasing decisions

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Dr. Gagan J. Bhatia, Prof. Ritika Vohra Kathuria, Dr. Abha Sharma, Dr Viji S, Dr N Srikanth Reddy, Dr Biswamohan Dash. (2023). The Influence of Electronic Word of Mouth and Online Purchasing on the Youth Population in India. European Economic Letters (EEL), 13(4), 339–351. Retrieved from https://www.eelet.org.uk/index.php/journal/article/view/592
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