The effectiveness of Electronic Word-of-Mouth (eWOM) on consumer purchase intention among Generation-Y

• Main Authors: Lim Jiea Wern, Nor Khairul Nisa Sarafudin, Nor Shafira Norhisham, Nur Ezete Fazlina Zulkifli
• Format: Undergraduate Final Project Report
• Published: 2016
• Online Access: http://discol.umk.edu.my/id/eprint/6786/

The purpose of the study is to develop a conceptual framework on the effectiveness of electronic word-of-mouth (eWOM) towards consumer purchase intention among Generation-Y. eWOM is something that shows people especially online consumers’ reviews regarding product they purchased which help others in...