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The Effects of Electronic Word of Mouth on the consumer purchase decision in the apparel industry in Ireland

Qureshi, Mohammed Shaaz Mohammed Shahid (2020) The Effects of Electronic Word of Mouth on the consumer purchase decision in the apparel industry in Ireland. Masters thesis, Dublin, National College of Ireland.

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Abstract

The aim of this research was to study the effects of electronic word of mouth on the consumer purchase decision with respect to the apparel Industry in Ireland. Through this study the researcher aims to find out whether EWOM has effects on the consumer decision process, the various factors that affect the acceptance of WOM amongst the people in Ireland. The study is conducted in one specific geographic area which is Ireland as the country has a large audience who purchases products in the internet.

The study was constrained to consumers residing in Ireland; for the purpose of the objectives of this thesis the researcher used the quantitative method of research with non-probability sampling snowball technique. Data was collected through the survey method and was analyzed using MS Excel.

The findings of the study indicated EWOM influencing the consumer purchase decision in Ireland. Consumers in Ireland pay attention to word spread on the internet and trust it for making purchase decisions, however source credibility is crucial for gaining trust of the consumers.

In this piece of research the method used for data collection was quantitative. Quantitative method provides insights with respect to a subject along with building a hypothesis for later quantitative research. A survey was conducted with questionnaires distributed to various categories of people. The target audiences for the survey were mainly university students.

The researcher looks forward to contributing to the existing knowledge about EWOM and its effects on the consumer behavior. Future research could include focus on a different geographical area or a different industry such as Electronics.

Keywords: WOM (Word of Mouth), EWOM (Electronic word of mouth), SNS (Social Networking Sites).

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Marketing > e Marketing
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Retail Industry
Divisions: School of Business > Master of Science in International Business
Depositing User: Dan English
Date Deposited: 11 Feb 2021 12:03
Last Modified: 11 Feb 2021 12:03
URI: http://norma.ncirl.ie/id/eprint/4742

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