Tracking Buying Behavior by Analyzing Electronic Word of Mouth

Abstract

Word of mouth (WOM) communication has become popular as consumers have been sharing their experiences and opinions regarding products, services, brands, and related companies at increased frequency and volume than ever before, fostered by innovative social media and interactive web. It profoundly influences consumer buying behavior. With the advancement of digital technologies, methods, techniques, art, style, speed, and approaches to communication have changed considerably. Sophisticated digital technologies empowered consumers to become more creative to customize, team up, and disseminate information through the internet. This information work as electronic word of mouth (eWOM), in the forms of online reviews, tweets, blog posts, likes, pins, images, and video testimonials. eWOM provides consumers with convenient opportunities to share their feelings and opinions which has a profound power to influence consumers' buying decisions. This research presents the impacts of eWOM on the buying behavior of consumers in Bangladesh.