The Trending Social Media Usage, eWOM And User-created Content. On Creating Purchase Intention via Digital Platforms

      Аннотация: Technology has brought numerous changes in people’s lives. From 20th century technology changes and advancement began. Founders, developers, engineers and scientists work for advancement in utilization of modern technology. As a result, the internet was established. The internet source has grown in popularity over a time. The web generation has been developed rapidly. There is a paradigm shift on the mode of purchase products and services among people due to disruption in technology, especially during the outbreak of COVID-19. As the technology is advanced social media users are becoming more aware about the products and services. The online users find a way to read the various user generated content posted by prior purchaser and marketers along with electronic word of mouth reference from family, friends and community groups. The study throws light on the importance of social media platforms for the promotion of various brands to the consumers and their influence on the purchase intention of consumers.

Ключевые слова: electronic word of mouth, purchase intention, Social Media, Social Media Usage, trust, user generated content