Word-of-Mouth Communication and Customer Patronage Behaviour Towards Smartphones

Words are perceived to be powerful, especially in the viral digital age of today. This study focused on investigating effect word-of-mouth communication customer patronage behavior towards smartphones. The specific factors examined were referral, celebrity endorsement, and social media. A cross-sectional survey research design was employed gather primary data from 276 smartphone users, who responded a 5-point Likert scale questionnaire. collected underwent analysis using descriptive statistics inferential statistics, specifically multiple linear regression, conducted Statistical Package for Social Sciences (SPSS 23). results indicated that media exerted significant positive influences Consequently, we suggest marketers should implement incentive programs, capitalize endorsements, utilize platforms attract new customers foster recommendations brands. From limitations this study, proposed theoretical directions future research.