Abstract

Platforms like social media, websites, or discussion forums make it easy for consumers to share information about a product or service. The dissemination of information on digital platforms means that eWOM is now influencing consumer perspectives. The existence of eWOM factors, such as the credibility of information and the presence of product or service assessment information from other people, means that eWOM now influences consumer purchases. This research aims to determine the influence of eWOM on purchase intention. The method used in this research is to use literature analysis from international sources, such as databases like Scopus, Emerald, and other sources. The results of this research show that eWOM influences purchase intention.