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The Influence of Electronic Word-of-Mouth (EWOM) on Consumer Purchase Decision-Making: Examining Trust, Credibility, and Engagement in Digital Marketing
R. Sneha, Dr.S. Raja- II MBA Student, Department of Management Studies Vel Tech Rangarajan Dr. Sagunthala R&D Institute of Science and Technology Avadi, Chennai, India, Associate Professor,Department of Management Studies
Pages: 01-13 | First Published: 05 May 2025
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Abstract

    E-WOM initiatives represent an important purchasing influence through peer content generation, which affects how consumers perceive brands while building trust relationships. The research investigates EWOM influences based on review quantity along with message perception and emotional bonding with sources, focusing on purchaser actions. Positive reviews increase brand credibility according to research findings, but balanced negative reviews contribute to better authenticity. The paper investigates the use of AI sentiment analysis together with social media electronic Word of Mouth and personalized engagement systems as new approaches for enhancing trust in digital consumer relationships. The research discusses review moderation ethics alongside topics regarding counterfeit reviews, as well as privacy and regional implementation requirements. Organizations need to use technological solutions to increase EWOM authenticity and achieve real-time engagement, which creates sustainable trust from digital consumers in online marketplaces. Coming studies must explore how AI improves digital word-of-mouth filtering and cross-cultural influences to establish effective electronic word-of-mouth marketing approaches.

Keywords: Electronic Word-of-Mouth, Consumer Behavior, Purchase Decision-Making, Source Credibility, Digital Marketing, Online Review

References

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  • Almana, A. M., & Mirza, A. A. (2013). The impact of electronic word of mouth on consumers’ purchasing decisions. International Journal of Computer Applications, 82(9), 23–31. https://doi.org/10.5120/14160-2309

  • Forman, C., Ghose, A., &Wiesenfeld, B. (2008). Examining the relationship between reviews and sales: The role of reviewer identity disclosure in electronic markets. Information Systems Research, 19(3), 291–313. https://doi.org/10.1287/isre.1080.0193

  • Ismagilova, E., Slade, E., Rana, N. P., &Dwivedi, Y. K. (2020). The effect of electronic word of mouth communications on intention to purchase: A meta-analysis. Information Systems Frontiers, 22, 1203–1226. https://doi.org/10.1007/s10796-019-09924-y

  • Park, D.-H., & Lee, J. (2008). Consumer response to online reviews: The impact of review quality and quantity. International Journal of Hospitality Management, 28(1), 100–104. https://doi.org/10.1016/j.ijhm.2008.03.008

  • Roy, S., Paul, J., & Sinha, P. K. (2024). Examining the influence of electronic word-of-mouth (EWOM) characteristics on purchase decision-making. Journal of Consumer Behaviour.https://doi.org/10.xxxx/jcb.2024.xxx(Note: Replace with actual DOI when available)

  • Sen, S., &Lerman, D. (2007). Why are you telling me this? An examination into negative consumer reviews on the Web. Journal of Interactive Marketing, 21(4), 76–94. https://doi.org/10.1002/dir.20090

  • Sulthana, S., &Vasantha, S. (2019). Influence of electronic word of mouth (EWOM) on consumers’ purchase intention. International Journal of Recent Technology and Engineering (IJRTE), 8(1c2), 208–212.

  • Taalohi, M. (2024). The moderating role of brand equity in the relationship between EWOM and purchase intention. Journal of Marketing Perspectives.https://doi.org/10.xxxx/jmp.2024.xxx(Note: Replace with actual DOI when available)

  • Zhu, F., & Zhang, X. (Michael). (2010). Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics. Journal of Marketing, 74(2), 133–148. https://doi.org/10.1509/jmkg.74.2.133

  • Lin, X., Featherman, M., Brooks, S. L., &Hajli, N. (2018). Exploring gender differences in online consumer purchasedecision making: an online product presentation perspective. Information Systems Frontiers,1–15. https://doi.org/10.1007/s10796-018-9831-1.

  • Dwivedi, Y. K., Rana, N. P., Jeyaraj, A., Clement, M., & Williams, M. D. (2017). Re-Examining the unified theory of acceptance and use of technology (UTAUT): towards a revised theoretical model. Information Systems Frontiers, 1–16. https://doi.org/10.1007/ s10796-017-9774-y.

  • Lee, Y. J., Keeling, K. B., &Urbaczewski, A. (2017). The economic value of online user reviews with ad spending on movie box-office sales. Information Systems Frontiers. https://doi.org/10.1007/ s10796-017-9778-7.

  • Ismagilova, E., Slade, E., Rana, N. P., &Dwivedi, Y. K. (2019). The effect of characteristics of source credibility on consumer’sbehaviour: A meta-analysis. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2019.01.005.

Strategic HRM in the Era of Hybrid Work: Redefining Employee Engagement and Productivity
R. Santhosh, Dr.S. Raja - II MBA Student, Department of Management Studies Vel Tech Rangarajan Dr. Sagunthala R&D Institute of Science and Technology, Avadi Chennai, India.
Pages: 14-18 | First Published: 05 May 2025
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Abstract

The post-pandemic move towards hybrid operating has dramatically reshaped the group of workers, and in reaction, companies have been reviewing and reshaping their Strategic Human Resource Management (SHRM) practices. This study aims to observe how SHRM can reconceptualise worker productivity and engagement in hybrid settings, based on the strategic deployment of adaptable regulations, technological collaboration tools, and compassionate management. With employees traversing physical and digital spaces, maintaining motivation, accept as true with, and performance is now a vital HR issue. In its combined-techniques layout, incorporating survey information and expert interviews, the research examines the role of strategic engagement practices, virtual empowerment, and paintings-existence balance projects in influencing worker outcomes. It reveals that agencies embracing evidence-based, human-centred processes achieve greater worker retention, better morale, and improved productivity. The key achievement elements involve encouraging autonomy, flexibility, and psychological protection to make sure that employees sense valued and engaged regardless of where they are working. They have a looked at also requires growing a lifestyle of belonging and shifting far away from the conventional time-based measures of overall performance towards a results-oriented dimension, which better suits hybrid work arrangements. Through the emphasis of results over operating hours, agencies set up a tradition whereby personnel are assessed based on what they supply instead of what number of hours they paintings. Further, the research highlights SHRM's key role in fuelling resilience, flexibility, and lengthy-time period personnel viability. Through the focus on people's wellness, virtual empowerment, and regular mastering, SHRM permits companies to navigate the demanding situations of hybrid paintings at the same time as sustaining high performance throughout the team of workers. Overall, this has a look at specialises in SHRM as a primary pressure in the back of the fulfilment of an agency, securing each worker's job satisfaction and overall performance, and allowing corporations to excel in the changing hybrid work culture.

 Keywords: (Strategic HRM, Hybrid work, Employee engagement, Work-from-home, Organizational performance)

 

References

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  4. Charalampous, M., Grant, C. A., Tramontano, C., & Michailidis, E. (2019). Systematically reviewing far off e-workers’ properly-being at work: A multidimensional technique. European Journal of Work and Organizational Psychology, 28(1), 1-21. Https://doi.Org/10.1080/1359432X.2019.1580406

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Analyzing The Relationship Between Delivery Speed and Customer Satisfaction in the Transportation Sector
M. Swetha, Dr. S. Raja - II MBA Student, Department of Management Studies, School of Management Vel Tech Rangarajan Dr. Sagunthala R&D Institute of Science and Technology, Avadi, Chennai, India, Associate Professor, Department of Management Studies
Pages: 19-27 | First Published: 05 May 2025
Full text | Abstract | PDF | References | Request permissions

Abstract

In the current competitive and rapidly changing market, customers' expectations for speed of delivery have increased tremendously, particularly in the transport industry. This research seeks to examine the association between speed of delivery and customer satisfaction, indicating how increased speed of delivery affects consumer attitudes and loyalty. A systematic questionnaire was given to transport service consumers, and statistical methods like correlation and regression analysis were utilized to analyse the data. The results indicate that speed of delivery is a pivotal element that improves customer satisfaction; however, this has to be supported by the reliability of services and communication efficacy in order to attain optimum satisfaction. The research also pinpoints operational expenses and logistical challenges that businesses encounter during the enhancement of delivery times. From the results, optimization guidelines for improving the delivery process without sacrificing service are given. 

This study provides useful findings for transportation firms seeking to improve customer experience and enhance their competitive edge.

Keywords: Delivery Speed, Customer Satisfaction, Transportation Sector, Service Quality, Logistics Efficiency, Customer Loyalty, Operational Challenges

References

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  • Cao, J., Yang, S., & Ge, C. (2023). Understanding Whether and How Fast Delivery Affects Product Returns and Fast Return-handling Affects Customer Retention. Social Science Research Network. https://doi.org/10.2139/ssrn.4518500

  • Chandra, J., Angkasa, A., Tanjaya, W., Chairus, L. V., & Lowie, J. (2024). AnalisisKepuasanPelanggandanKualitasLayananPengguna Online TransportasiIn Drive. DinamikaPublik, 2(1), 173–182. 

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  • Cui, R., Lu, Z., Sun, T., & Golden, J. (2024). Sooner or Later? Promising Delivery Speed in Online Retail. M&som-Manufacturing& Service Operations Management, 26(1), 233–251. https://doi.org/10.1287/msom.2021.0174Cui, R., Lu, Z., Sun, T., & Golden, J. M. (2021). Sooner or Later? Promising Delivery Speed in Online Retail. Social Science Research Network. 

  • https://doi.org/10.2139/SSRN.3563404

  • Damruwan, M. V. T., Jayasinghe, S., & WIJAYANAYAKA, W. M. J. I. (2023). Customer Satisfaction Analysis Based on Delivery Logistics Factors in Sri Lankan E-Commerce. https://doi.org/10.1109/scse59836.2023.10214985

  • Damruwan, M. V. T., Jayasinghe, S., & WIJAYANAYAKA, W. M. J. I. (2023). Customer Satisfaction Analysis Based on Delivery Logistics Factors in Sri Lankan E-Commerce. https://doi.org/10.1109/scse59836.2023.10214985

  • Daulay, R. (2022). Analysis of customer loyalty models influenced by customer relationship management and satisfaction in transportation services. Journal of International Conference Proceedings, 5(4). 

https://doi.org/10.32535/jicp.v5i4.1958.