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Electronic Word of Mouth (e-WoM) - Most Powerful Advertisement for Quality Products


Tapas Chakraborti , Techno India University


Electronic Word of Mouth (e-WoM), Advertising, Branding in Digital Era


Science the inception of trade and commerce on the Earth, Seller has tried to convince his buyers by promoting and advertising his products. From those early days to Modern Holistic Marketing era, Advertising is considered as most effective way to promote a Brand. Marketers use several types of contents and delivery channels for effective Brand Positioning and achieving desired outcome. Things were absolutely fine until Web 2.0 Technology has empowered the customers to call a spade a spade and communicate built in perception with thousands of prospects within a minute. This natural conversation in Web is neutralizing the role and affectivity of Advertising. This paper discusses how the Buying Decision Making Process have been changed in this Digital era and locus of control is been shifted from Brands to customers.

Other Details

Paper ID: IJSRDV8I10143
Published in: Volume : 8, Issue : 1
Publication Date: 01/04/2020
Page(s): 155-156

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