The Impact of Word-of-Mouth (WOM) on the Buying Behavior of Filipino Young Adults

Abstract

              The word-of-mouth marketing is considered to be one of the most powerful forms of promotion and communication in the market. In order to comprehensively examine the effect of Word-of-Mouth (WOM) on the buying decision of Filipinos under the age of 18 to 24 years old, the researchers will aim to understand the weight of influence this marketing strategy provides in order to persuade its consumers in acquiring the product/service or steer clear of it. In correlation to this, it will solely identify the deciding factors of a consumer in order to perceive the product/service as trustworthy. Lastly, the study will gauge the most influential word-of-mouth; positive or negative feedback. Through focus group discussions the researchers found the marketing strategy effective with much consideration of factors and consumer inclination to negative word-of-mouth.