What is Purchase Intention

Electronic word of mouth (eWOM) has garnered substantial interest from academic and market practitioners due to its considerable influence on consumer behavior. In the virtual world, consumer interactions have strengthened owing to the high use of digital technology. Although extant literature is available in this area, the corpus of academic literature is expanding due to fragmented published studies, which increases the complexity of the current research. In this study, the author attempts to integrate findings on the meaning of eWOM; theories used to study the area and its impact on influencing consumer behavior to synthesize existing literature. Finally, the paper explicates the scope for future research as identified from previous literature.