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The Influence of Electronic Word-of-Mouth on Consumers’ Purchase Intentions in Iranian Telecommunication Industry
Current Issue
Volume 4, 2016
Issue 1 (February)
Pages: 1-6   |   Vol. 4, No. 1, February 2016   |   Follow on         
Paper in PDF Downloads: 55   Since Feb. 27, 2016 Views: 1012   Since Feb. 27, 2016
Authors
[1]
Yousef Sharifpour, Faculty of Management, Universiti Teknologi Malaysia, Johor, Malaysia.
[2]
Inda Sukati, Faculty of Management, Universiti Teknologi Malaysia, Johor, Malaysia.
[3]
Mohd Noor Azli Bin Alikhan, Faculty of Management, Universiti Teknologi Malaysia, Johor, Malaysia.
Abstract
Electronic word of mouth (eWOM) is an emerging marketing experience for consumers which impact their assessment of different existing brands and products such as mobile brands through online communication channels. The World Wide Web is a wonderful trend of the millennium that the essential trend in communication has designed. Communication is an essential function of the internet that is not seen in other media. The World Wide Web provides probability to make details for people such as the publishing market, the capability to return details through phone, guides, and publications make studying possibilities, as well as self-learning. Films and TV provide enjoyment, and all these things are done at the same time. This study aims to explain the effect of electronic word of mouth (eWOM) on consumers purchase intentions in Iran telecommunication industry. However, the main features are having reviews and the capability to communicate, which personalizes the communication process. This study has been inspired by the need to understand how eWOM influences consumers’ purchase intentions with regards to the Iranian perspective.
Keywords
Electronic Word of Mouth (eWOM), Consumers Purchase Intentions, Iran Telecommunication Industry, Word of Mouth Marketing
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