The impact of negative E-Wom on consumer purchasing intention through virtual snow ball sampling method: A special reference from northern province at srilanka

Presently the impact of electronic word of mouth on consumer’s purchasing intentions very popular one for a long time period. Even though now this E-WOM got a new evolution through web 2.0 technologies like social media. In earlier stage people communicate by internet. But now social media facilitate users to convey their message with friends, colleagues and relatives via internet. So these new advance technologies encourage people to share their opinion in a transparence manner. This normally called electronic word of mouth it also change customer purchasing intention time to time. And negative side of E-WOM very important in this competitive era. So, this study elaborates the determinants of negative E-WOM in the social media context such as face book. And especially current study found influence of negative E- WOM in social media on consumer’s purchase intention. Virtual snowball sampling method was used by researcher to identify the hidden population. Finally, spss 20.0 also used for data analysis purpose. And conclusion and recommendations are given based on the findings. And this research also will support to both parties such as researcher and participants.