A Study of Factors influencing eWoM Credibility among Millennials: A Case Study of Chennai City

Abstract

The study's purpose is examining whether the factors influencing the Credibility among the Millennial. The study is used in both primary & secondary data. The secondary data obtained from the earlier publications in research papers, magazines, articles, and textbooks related to eWoM Credibility. The Primary data accumulated from the Millennial who is aware of the eWoM Credibility. Data collected with proper development of a structured survey from a sample of 1000 Millennials in Chennai city. The Millennials were chosen randomly throughout Chennai city and different Sectors. Out of 1000 responses, 217 responses are not adequately filled by the millennial. Therefore these responses rejected, and the rest 783 responses used for the final study. The regression model results explain a significant influence of factors towards the eWoM Credibility among the Millennial. Whereas, the model overall its predictors extremely strong to give details the variability related to eWoM credibility. Overall, the factors, namely Quality, Polarity, Logic & Articulation, Sources, and Prior Knowledge, and Expertise, significantly influence eWoM Credibility among Millennials.