Keywords : Consumer buying behaviour
European Journal of Molecular & Clinical Medicine,
2021, Volume 8, Issue 2, Pages 551-560
Various opportunities in “Word-of-mouth communication” are provided through “web based technologies”. Through extensive use of “electronic commerce shopping communities”, the technique of communication of customers as well as product detail sharing with several other techniques is transformed. In the field of academic researches, it was observed that area of “e-commerce shopping communities” has remained unexplored. “Customer’s buying decisions” is greatly influenced by the online reviews shared by their customers. These reviews provide importance to the “concept of word of mouth”. In social media platform, YouTubers have already achieved a status of biggest influencers with loyal audience to support them. Therefore, with the enhancement in YouTubers’ fame, companies
are focusing on targeting new audience and to also gain more visibility of their respective brand. The YouTube videos and their effects are combined together to study its effects on purchase intention of consumers, new factors in YouTube are also introduced in the present study.