Factors Affecting Electronic Word of Mouth and Leading towards Purchasing Decision in the Smartphone Industry of Pakistan

The study looks into the factors that influence electronic word of mouth, leading to goods and services purchases. By reviewing reviews other reviewers on internet, this attempts determine which impact an individual's purchasing decision because most internet users consult before things; both quality quantity matter for specific brand. In study, four independent variables (information quality, website trustworthiness, social ties, number reviews) each leads client decisions. For two hundred sixty-one university students were used as samples. A basic random sampling approach is data collected solely from students. Out studied, only (website credibility have a meaningful relationship with decision. findings imply mouth generated reputable positively impacts addition, many persuaded who considering online consultation make purchase. components ties) minor This research provides comprehensive picture consumers believe are critical in making As result, our aids managers developing strategies Pakistani market.
 Keywords: Purchasing Decision, Electronic Word Mouth, Website Credibility, Information Quality, Social Tie.