E-wom through SNS-A crucial marketing activity

WOM (Word Of Mouth) is defined as “an oral person to person communication between a receiver and a communicator whom the receiver perceives as non-commercial; regarding a brand, a product or a service” (Arndt, 1967). Some state that WOM is more effective than traditional marketing such as advertisement through newspapers, radio and personal selling etc. The 21st century has been marked by a rapid and continuous growth of SM (Social Media) and SNS (Social Network Sites). It results in shifting of WOM to E-WOM (Electronic word of Mouth) which is perceived more influential than traditional WOM. It is accepted as crucial marketing activity by researchers, companies and managers as it is extremely effective in shaping consumers attitudes and behavior. SNS are enhancing tool for E-WOM. Consumers and participants rely on E-WOM before making a purchase. The objective of this paper is to discuss about the importance and impact of E-WOM through SNS on consumers and to suggest that managers should adopt it in to their marketing tactics.