IT & E-WORD OF MOUTH MARKETING’S EFFECTS ON TRADITIONAL MARKETING, BRAND IMAGE AND PURCHASE INTENTION OF CONSUMER

Abstract

Advances in the field of IT in the modern era have enabled people to access the Internet anywhere, regardless of time and space. Such clear development has dramatically changed the way people communicate. This has created new communication, an electronic word of mouth, which is often used directly online on social networking sites, social networking sites and forums.Consumers can actively share their ideas or experiences about a variety of products and services.They can also search other people's online ideas and test their knowledge of a product, if the user or accuser is not aware of the people who give the review. Ideas, comments and experiencesmay come from a variety of sources, for example: social networking sites, user-generated website, corporate websites, blogs and more.