Home⇛College of Business Administration and Management Research Journal⇛vol. 10 no. 1 (2025)

Impact of Electronic Word of Mouth Marketing (E-Wom) on Students’ Buying Decision

Shane Angelica A. Andal | Alison A. Araullo | Julia Cassandra I. Molina | Mary Grace R. Ramos

Discipline: management studies

 

Abstract:

This descriptive quantitative research aimed to determine the impact of electronic word of mouth marketing on students’ buying decision. There were 246 respondents from the College of Business Administration students who were selected to participate in the study. Data were gathered through a self-constructed questionnaire within the sort of a 4- Likert scale questions. Based on the findings of the study, majority of the respondents were third year, BS Business Administration students, who receives ?3001 – ?5000 allowance, and have a frequency of twice a month buying online. Moreover, e-WOM has a moderate impact on students’ buying decision in terms of online shopping experience, customers trust, information usefulness, and has a high impact on credibility. Further, there is a significant difference when grouped according to year level and frequency of buying online while there was no statistically significant difference of responses on the impact of eWOM on students’ buying decision when grouped by program and monthly allowances. Likewise, the researcher proposed an action plan that may be used to enhance e-WOM.



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