Consumer Perception and Purchase Behavior in the Digital Age: The Role of WOM, Online Chat, and Email Marketing

Abstract

In the evolving landscape of digital marketing, understanding how online tools influence consumer behavior is critical for brands striving to stay competitive. This research explores the impact of three key online marketing tools—Word of Mouth (WOM), online chat assistance, and email advertising on consumer brand perception and purchase behavior. The study examines how these tools shape consumer decisions across various industries, with a specific focus on internet-active residents of Lucknow. Findings indicate that WOM emerges as the most influential factor among the three, significantly affecting how consumers perceive brands and make purchasing decisions. Despite the presence of multiple variables that influence consumer behavior, WOM—due to its peer-driven nature and cost-effectiveness—holds a dominant role. While companies employ all three strategies as part of their digital marketing mix, WOM proves to be particularly effective in building trust and driving conversions. Interestingly, consumer decision-making patterns vary regionally, as observed in Lucknow, where no single generalized factor was found to impact purchasing behavior or brand perception consistently.