Role Of Ewom, Customer Trust And SMI’s On The Purchase Intention Of Consumers - A Systematic Review Of Literature

Abstract

Aim: The paper aims at identifying the factors affecting the purchase intention of social media users through systematic review.

Background: Social media is a platform where people can easily exchange their views and opinions and is also used as a communicating tool. Now social media has become an e-commerce platform facilitating customers to purchase directly using it.

Data sources: Electronic database was used to search research articles published between 2015-2023. Google scholar, Emerald Insight and mendeley were used to search the articles with relevant keywords.

Review Method: Systematic review was carried out; both quantitative and qualitative studies were included.

Conclusion: 22 papers were reviewed before coming to the conclusions. The study concluded that social media has positively affected people’s.. Social networking sites have become social commerce, as it helps consumers in gathering product related information and purchasing products. All three factors including E-WOM, Social media Influencer and customer trust have a significant impact on purchase intention.