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Impact of eWoM on Purchase Intension of Insurance Products

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Advances in Information and Communication (FICC 2022)

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 439))

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Abstract

The paper purpose is to evaluate the impact of eWoM on purchase intensions of Insurance Products. The study used primary and secondary data. The secondary data sourced through earlier publications in the form of research articles, magazines, textbooks and other form of eWoM. The primary data sourced from the customers who availed the insurance policy through the electronic mode. The purposive sampling method was used. A total of 371 customers have selected the sampling. Data were collected from people living in different places in Chennai city to obtain a wide range of responses. The study findings purchase intentions of insurance products through the online platform and brand image. Brand image also one of the important aspect to purchase of insurance products through online. The study embedded with implications, the outcomes of the study will help the online insurers to recognize the power of eWoM, and significant marketing tool of insurers, and to use resources more deliberately to draw new customers. The study eWoM is the mainly ordinarily utilized and best vehicle of imparting insights and audits relating to different items and administrations on the lookout. Seeing how it impacts the buy expectations of purchasers is basic and has solid ramifications for advertisers.

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Author information

Authors and Affiliations

  1. Department of Commerce, Sir Theagaraya College, Old Washermenpet, Chennai, 600 021, India

    Ramajayam Padma Priya & Vijaya Kumar Gajenderan

  2. College of Business Administration, Kingdom University, Riffa, Bahrain

    Nishad Nawaz

Authors
  1. Ramajayam Padma Priya
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  2. Nishad Nawaz
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  3. Vijaya Kumar Gajenderan
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Correspondence to Nishad Nawaz .

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Editors and Affiliations

  1. Saga University, Saga, Japan

    Kohei Arai

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Priya, R.P., Nawaz, N., Gajenderan, V.K. (2022). Impact of eWoM on Purchase Intension of Insurance Products. In: Arai, K. (eds) Advances in Information and Communication. FICC 2022. Lecture Notes in Networks and Systems, vol 439. Springer, Cham. https://doi.org/10.1007/978-3-030-98015-3_38

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