Impact of eWOM on the video game: Effect on consumer purchasing decision

Impact of eWOM on the video game: Effect on consumer purchasing decision CHAPTER- 1: INTRODUCTION 1 1.1 Background1 1.2 Aims and Research questions2 1.3 Research rationale 2 CHAPTER 2: LITERATURE REVIEW 4 2.1 Definition of eWOM 4 2.2 the effect of eWOM on video games purchasing intentions5 2.3 Source of information supplied by eWOM5 2.4 Buying intention of customer 6 2.5 Perceived Risk 7 CHAPTER-3: RESEARCH METHODOLOGY Research10 CHAPTER-4

Impact of eWOM on the video game:
Effect on consumer purchasing
decision

Table of Contents
CHAPTER- 1: INTRODUCTION...................................................................................................1
1.1 Background.......................................................................................................................1
1.2 Aims and Research questions...........................................................................................2
1.3 Research rationale............................................................................................................2
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
2.1 Definition of eWOM........................................................................................................4
2.2 the effect of eWOM on video games purchasing intentions............................................5
2.3 Source of information supplied by eWOM .....................................................................5
2.4 Buying intention of customer ..........................................................................................6
2.5 Perceived Risk..................................................................................................................7
CHAPTER-3: RESEARCH METHODOLOGY...........................................................................10
CHAPTER-4: DATA ANALYSIS AND RESULT......................................................................17
CHAPTER-5 CONCLUSION.......................................................................................................33
REFERENCES..............................................................................................................................34

CHAPTER- 1: INTRODUCTION
1.1 Background
This research seeks to access the impact of eWOM on the sales and performance of the
goods in which eWOM is referred as Electronic Word of Mouth. It can be considered as a viral
marketing technique that mainly focuses on maximising the word of mouth potential of a
particular campaign, product or a game (Breazeale, 2009). EWOM can be traditionally derived
from word of Mouth is a mode of communication which can be described as a means of sharing
opinions and comments regarding the services and products that people are trasacting. However,
it has evolved in a completely new form of communication which exploits the modern
technology. The advent and growth of digital age that is built on the foundation of computing
and internet can be seen as the development and adoption of new ways which asses the trend of
consumers. So the technological development is continuously embraced by the consumer which
allows them to use web tools to interact with each other. This marketing strategy is used to
capture the attention of large number of people in surrounding.
It is very efficient and a better way of exploring the use of the new product in the market
via internet. In eWOM, a business lay emphasizes on the person to person contact through
internet. So people can easily share their experiences about the use of product or application.
However, video games are one of the very fast influential applications that may influence the
desire to perform all such activities about which people are buzz marketing. Also, eWOM can be
commonly called as the marketing of the product in the form of digital as well as physical
channel. These social media technology is allowing the people to post the comments, reviews
and critiques on digital platform. This digital platform is a consists of weblogs, newsgroups,
discussion, forums, social networking websites and online newspaper. So, eWOM is a kind of
online consumer reviews which consists of the commentaries and various people suggestions in
using the web applications or products (Cheung and Thadani, 2017). So people who are the end
user of the product who have spent their money on applications and web services so they share
their last experience with the new users.
Electronic Word of mouth is one of the major factor in video games which highly effects
the purchasing decision of consumers. In order to obtain the relevant information and reliable
source of data about video games, more than 41% of the people nowadays relay on eWOM
which allows consumers to know about the effective and advanced features related to video
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games. So new video game users generally get to know about the functionalities through the
social media comments and reviews or the personal interaction with the friends and relatives
(Cui, Lui and Guo, 2012). This kind of eWOM is more effective in influencing the purchasing
decision of the consumers then any other social promotional campaigns such as magazines,
social networking sites, advertisements etc.
1.2 Aims and Research questions
To analyse the impact of eWOM on Video games that influence the buying decision of
consumers.
Objectives
 To understand the concept of eWOM
 To explore the concept of eWOM in video games
 To identify the influence of eWOM on buying decision of consumers
Research questions
1. What is the concept of eWOM?
2. What are different types of solutions that assist the people in exploring the impact of eWOM
on Video games?
3. How can we identify the influence of eWOM on buying decisions?
1.3 Research rationale
The main purpose of the research is to understand the significance Electric Word Of
Mouth on video games and also understanding the influence of eWOM on the buying decision of
the people. Significant improvement in the technology has leads towards the development of the
Word of Mouth towards the Electric Word of Mouth (Davis and Khazancht , 2008). This have
improved the communication of the people and also large number of people are attracted towards
the use of services online. Online interaction between the users in the form of reviews and
feedback allow new people to understand the main concept of such games and their
functionalities. Internet have enhanced the way people used to interact with each other. It enables
people to share their experiences of used applications such as smart video games and different
paid web services. According to the reviews and comments of the users people generally chooses
their services. So eWOM can be identified as the one of the reliable and valuable sources. It
provides effective information about new web services and games and thus it helps the consumer
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in buying such products. This study is very essential to understand the role of technology in this
advanced world. It helps in developing the skills and data collection knowledge of the readers.
In addition to this, Research plays the important role in developing the skills of electric
Word of Mouth. It allows customers to interact together and also communicate their opinions to
and views regarding the use of the latest smart video games and different web services.
Although, electric word of mouth attracted more and more number of people. Today, almost
more than half of the population seeks interest in consuming online web services. So commonly
they keenly participate in various web services and products and hence it moderates the role of
product type in customer's word of mouth (Floyd, and et.al., 2014). So ultimately, electronic word
of mouth influences the buying decisions of customers. When people prefer to shop online then
they mostly refer to the reviews and opinions of the users regarding the particular web services
so eWOM plays a significant role in influencing the decisions of buyer.
Nowadays, people feel pleasure in playing online games and watching different web
series so eWOM promotes such services among large number of teenagers. Large number of
online services are promoted and many online games are been used by millions of people on
daily basis so their preferences and choices of optimizing such services highly depends upon the
reviews of the people. When qualifying value, guests tend to associate with the amount of money
paid on services then personalisation and flexibility of the specified service may be rated
differently according to their perceptions. However, it can be interpreted as a promise of the
quality which provides the comfort to the people. Also, Electronic Word Of Mouth and its
emergence in the world have influenced the search and consumption behavior of the customer.
This may largely effects the purchasing power of consumer. Also, the emergence of various
social media platforms such as Facebook, Instagram and various popular social networking sites
now allow the consumer to share their opinions, views and converse with other consumers
online. EWOM can also be considered as one of the best medium in terms of consumer
communication via user generated sites. Also, the establishment of meta-search and comparison
websites in many industries have spurred on the increase of online reviews which have attracted
gained the attention of the researcher towards the factors that derives and influences the decision
of consumers. At the same time most of the people are attracted towards the most popular video
games which rapidly gains huge publicity and large attention of the people.
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CHAPTER 2: LITERATURE REVIEW
Prior to the Internet Era, consumers generally share their product related experiences
through the traditional method that is Word of mouth. This chapter reviews literature related to
quotations and advice of expert and non expert on the topic of Electronic Word of Mouth. This
helps in determining the customer intention factors with respect to the perceived credibility and
perceived risk which changes the customer purchase intention according exchange of
information between one person to another. This part of the study will provide various aspects
of eWOM that impacts on the buying behavior of consumer. This will be helpful in identifying
the impact of eWOM on video games which will influence people in buying different products. It
will going to discuss about the impact of eWOM on Video games according to the perspective of
different authors. This helped the people in exchanging their thoughts, opinions and reviews
regarding any product or services. However, the Internet's global nature has created an efficient
and effective medium for the interaction of the people across the world (Clark, 2018). This can
be called as Electronic Word of Mouth. Even this allows the communication between those
consumers who never met with each other in their entire life they may be earlier strangers to
each and evolution of the internet has provided a big opportunity for those strangers to become
friends.
2.1 Definition of eWOM
Electronic Word of Mouth has been recognized as one of the most influential resource of
information transmission since the evolution of the internet in the society. This phenomenon has
been the changing the behavior of the people because of the growth of the internet usage. People
even make the offline decisions on the basis of online information. Moreover, they tend to relay
on the opinions of other consumers specially at the ti me of watching movies and playing video
games. The eWOM enables the customers to write recommendations that influences the potential
consumers and rapidly changes their perception. This can be typically known as Online
Consumer Reviews (OCR) which is a kind of eWOM that enables various recommendations and
suggestions according to the different perspectives of the customers (O’Reilly and et.al., 2016).
This has been increasingly changing the world as the people generally continue to purchase
various online services such as video games and different entertaining applications. When a
person has to pay for the online services and consumer cannot judge between the variety of same
type of products then they often relay on eWOM. This transfers mitigate risk regarding the
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truthfulness and quality of the product. So this ultimately effects the buying decision of the
consumers, so online Consumer Reviews play the major role in influencing the decisions of the
people to purchase the online services.
2.2 the effect of eWOM on video games purchasing intentions
According to the latest opinions from the research corporations, nearly 2/3rd of the people
prefer online reviews in order to identify the quality and last experiences of the users. In addition
to this, a report made by National Research company which can be considered as one of the most
effective and trusted advertising method is considered as consumers opinions posted on the
network. Moreover, as per the Nielson Global Online consumer survey, 70% of the people
mainly trust on the online opinions posted by various product as well as internet users. This can
be now called as one of the effective method to differentiate between the quality of different
online services. So in response to this eWOM plays the important role as it often includes the
suggestions, comments, reviews and different types of queries coming from consumers (Flick,
2018). Throughout the eWOM activity consumer can obtain high level of information in terms of
market transparency which may provide the comparison between different industries in terms of
prices, quality and effectiveness of the products and services.
According to Hennig-Thurau et al., 2016 Video games are one of the most effective
entertainment source for most of the people. With the evaluation of the internet, software
developers are often trying to introduce new features. As people influence rapidly by such online
services so they even quickly bored with the same video games so they want more effective
sources. So software developers are introducing very advanced feature to attract large number of
users towards buying such services.
2.3 Source of information supplied by eWOM
According to the information and data published regarding the use of Electronic word of
mouth, this research identify the main concept of eWOM in this technological world. EWOM
can be refers as any attempt by a former, potential or actual customer in order to highlight the
negative and positive attributes of the products and services which are available on the online
platforms. The Latest goods related to online video games and adventure games gives pleasure to
the minds of people. Generally people are more conscious towards new kind of online games
which brings energy and more enthusiasm in the minds of customer (HUANG , HSIAO and
CHEN, 2017). Technology has not only enhanced the entertainment of the people but also it has
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also reached towards the large number of people worldwide (Jaenisch and et.al., 2018). These
online web services and games not only provides pleasure to customers but also people take it as
a source of generating money so customers are looking forward to participating in this profit
generating entertainment industry. So electronic word of mouth has created a long lasting
impact on perceptions of the people in choosing the best web services in the form of social media
reviews and comments of people.
Unlike the role of offline eWOM customers often relay on experts advice for the source
of information where it may be unclear in some contexts due to the limitations to access the
identity of the online user. Not it has been identified that non expert eWOM usually creates
greater influence on customer's perceived credibility because the customers generally tend to
relay on the opinions of other consumers regarding buying the online products and services such
as video games.
According to Cheng & Thadani (2017) eWOM is one of the most effective communicator
and conceptual receiver that investigates the factors related to products services. According to
the views and opinions of many researchers, it is found that Electronic Word of Mouth is the
most powerful communicator between receivers who perceived different online web services.
EWOM leads to the great effects on the games as online services are very popular among most
of the people across the country which encourages the customers in playing trendy games with
other peoples who are sitting online to compete with them.
According to the different functions and communication forums, eWOM can be
categorised into four sub divisions. The first one is referred as a specialised eWOM that enables
the users to leave their reviews and comments about the features and use of web services. So
online video games have gained more popularity in this technological world. So the impact of
video games held on society is incredible (Kumar, 2019). Improvements can come in a variety of
ways because of technological growth among the people. Video games are an important piece of
many economies as it leads to the technological growth and betterment of the society as a whole.
2.4 Buying intention of customer
Although, social media eWOM is not well developed as other social networking sites
such as Facebook, Instagram, etc. instead, the effect of viral marketing on social media cannot be
underestimated (Kudeshia and Kumar, 2017). Widely popular online video games have also
reached the popularity among large number of player that often downloads the various online
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web services. Before people pay money for the online services, generally they investigate the
functionalities and popularity of such services. Features and popularity of such online video
games can be determined by the views and perceptions of the people. So eWOM plays the
important part in determining the uses and features of those online web services. This result in
significance impact eWOM on potential customer and it also influences the buying decision of
customer.
2.5 Perceived Risk
According to Wynn and et.al., 2018 the concept of risk is defined in terms of uncertainty
and consequences that are associated with unexpected customer intentions. Perceived risk can be
considered as uncertain situation in which consumer cannot predict the consequences of the
buying intentions. This level of disruption at the time of purchasing the products so this may lead
to the negative impact of the product on the first random users. Although, regarding the previous
research about purchase intentions, perceived risk usually appears when customers are lacking in
information about the use of product or any reviews from the side of other people. So higher risk
may leads to the lower purchasing intention. The previous researches have mentioned that
eWOM is one of the most influential element that helps in decreasing the customer's perceived
risk by providing various suggestions about the use of online products or services. Also, eWOM
can effectively increase the brand awareness and increases the possibility of influential decision
of the people in purchasing a popular product and it can be completely identified through
reviews and previous experiences of the people.
In addition to this, there is a little research that investigates the differences or the impact
of eWOM on video games on the perception of the customers regarding the source of
information on purchase intention in online video games. Hence, this study will expose the
relationship between perceived risk during the form of purchase intention which is based on
determinants.
This section has reflected on the literature reviews of previous and recent researches
which are mainly relates to eWOM. This has provided various source of information in eWOM
which influences the purchasing decision of the customer. There has been several concepts
which considers use of social media strategies to influence large number of people towards the
consumption of services. Also, the study has discovered that buying decision of the customer
may relay on the experiences of the previous users. These experiences are shared via customer
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feedbacks and reviews based on their perceptions which they had during the consumption of
product or services (Elwalda and Lu, 2016). According to persuasion research, there is a
presumed relationship between attitude and behaviour of customers. People's attitude can be
determined by several factors source factor, receiver factor, message factor and context factor
(Sunand Lipsitz, 2018). It implies that different sources in electronic word of mouth influence
people's attitude and behaviour to varying extent. So this study on eWOM would contribute
towards better understanding of the customer's behaviour. The Elaboration Likelihood model can
be used to explain the perceptions and decision making process of influenced behaviour. In this
model people generally refer to outside sources such as reviews and comments of people which
help the customers in decision-making. Thus, high involvement and ability of people to process
the information from the online sources influence the buying decisions of consumers. Moreover,
this part has provided the comprehensive view regarding the use of eWOM in influencing the
buying decision of the consumers with respect to the impact on online video games.
According to the recent survey there are various credible sources that determines the
interest of society among availability of online games on internet. So people are generally
engaged towards various entertained and adventurous games. So this kind of viral marketing
helps in promoting such web services towards the large number of people via internet. Reviews
and comments of the people in consuming such services determines the popularity of such online
games. Such posts and reviews help people in identifying the uses of web services thus it
influences the purchasing decisions of the customer (Lee and Shin, 2010). There are different
kinds of comments and posts are there which justifies the preferences and perceptions of the
people regarding different web services, applications and online video games. EWOM also
promotes the communication between different via internet messages and reviews. There are two
kinds of reviews available online such as negative and positive comments. Negative comments
derives negative influence of the customers while positive reviews changes the perception and
preferences of consuming such online web services. Importance of eWOM while searching for
the services and goods depends on the feedback and reviews of other people. This effects the
Electronic word of mouth on product judgement and choices as it describes the moderating role
of virtual community in the reality (Yayli and Bayram, 2010). When people generally wants to
buy a product then customers basically investigates about such choices of consuming web
services. Customers either acquires the information online or considers the opinions and advices
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coming from friends and family. So Electronic word of mouth plays the important role in
influencing the buying decisions of people.
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CHAPTER-3: RESEARCH METHODOLOGY
Research methodology is a process that can use to collect and gather the information for the
purpose of research project development. It helps for analyzing and evaluating the concept
regarding the development. It may includes survey, research technique, publication and could
include the both type of historical and present information. Research methodology is a basically
the philosophical framework withing the research that conduct the foundation. It may describe
the set of assumptions that can use in the case study. There are different ways to divide the
research methodology.
Research method-
Research method is a systematic and scientific procedures of collecting data, interpretation,
compilations and implications to the research project. Research method is mainly divided into
two ways such as qualitative method and quantitative method. These are the two different type of
research method that use on the nature of case study and other attributes.
Quantitative research method describe the different measurement level of case study on
the basis of calculation and numbers. This method is based on the mathematical concepts to find
the accurate result or outcome. This research method entailing the collection of numerical data
and existing view of relationship between the theory (Marchand, Hennig-Thurau,and Wiertz,
2017). This quantitative case study examine the relationship between the numerical data with
application of statical techniques.
Qualitative research methods are the exploratory in the nature of study which concerned
about to understand the reasons and motivations. This method mainly emerged to collect the data
through observations, interviews and other action etc.
Researcher will use the qualitative method to collect and gather the information and
data through questionnaires or interviews. Researcher will understand the relevant information
about the project and find the appropriator results.
Research design-
It is defined as a design and framework method or technique chosen by the researcher.
Researcher will combine the different components of relevant logical concept in effective
manner. In this way, researcher will handle the complex problem and issues during analysis. It
provides the insight about the case study in the particular methodology. Researcher design is
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mainly divided into two different manner such as Exploratory research and conclusive research
design etc.
Exploratory research design intends merely to explore the research question that use in
the research project. This type of design does not offer final solution but use the existing theory
and concept to identify relevant details relating the research project. This type of research design
help to provide the better understanding towards the research Where it simply explores the
research questions.
Conclusive research design is applied to generate the finding that practically useful in
reaching the accurate conclusion of researcher. This type of design mainly focus on the research
objective and need of data to be clearly defined. Conclusive studies generally have the specific
uses. It provides the ways to quantify and verify the exploratory case study.
Researcher will use the exploratory research design which based on the questionnaires to
understand the concept behind the project. Researcher will use the design to eventually solve the
problem and issue. It allows for participants to achieve their better understanding towards the
problem and situation. Researcher will start with the general idea and use research medium to
determine the issues that affect the research project. Exploratory design will help of researcher to
further advancements. Researcher will carry out when the problem occurs at the preliminary
stage.
Research philosophy-
Research philosophy is the wider topic which deals with the nature, source or development of
skill and knowledge. It is a brief discussion about the ways to collect, use and analyse the data in
proper manner. This idea is about the knowledge for creation which may appear to profound and
engaged with the knowledge to complete research project. Research philosophy involves in
research case study to aware about the formulating, assumptions and beliefs. This philosophy
will reflect the participants important assumption and serve as base of case study. The
philosophy can be divided into four different ways such as Pragmatism, Positivism, Realism and
interpretivism.
Pragmatism research philosophy accepts the concept and theory related the data or
support to the actions. It recognises in different ways to interpret the world and undertaking the
research. Questionnaires is the important determinant in the philosophy when it combines in
both terms interpretivism and positivist within the scope of research project.
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Positivism research philosophy is the view point of factual knowledge that gain through
the observation and also including measurement In this study, researcher role has limited to
collect the information and interpretation in objectives ways. It depends on the quantifiable
observation that identify the result through statical analyses. This philosophy has an ontological
view of world that comprising discrete, events and other observable element which interact in
observable. Researcher will use the independent form to do study on the basis of human interest.
Realism philosophy is based on the idea about the independence of reality from human
mind. It describes on the assumption of research approach in term of development the
knowledge. The direct realistic accept the world and also relatively unchanging in proper
manner.
Interpretivism research philosophy is generally used on the naturalistic approach of data
collection through observation and interviews. Researcher mainly assume to access the reality
through social constructions such as instruments, language and share meaning.
Researcher will use the interpretivism philosophy in the case study because it helps to
find the logical concepts and also interaction between the subjects or researcher. Generally,
researcher will use this philosophy to understand the depth study on the different level of project.
Research participants will use the concept to generalise the data and also use in terms of ethics,
leaders. Researcher will apply the concept in the research study to find the result through survey.
Research type-
Research type is the most common approach in the research study to enhance the knowledge. It
also covers the fundamental aspects of research to handle the complexity in effective manner.
Researcher will use research type according to the project what needs to be requires in terms of
depth study. It can be divided into two ways such as applied and fundamental research type.
Applied research is referred as an action that perform in the research to identify the data
relevant the case study. This research type research will help for researcher to find the solution of
immediate problem facing in the society. On the other hand, fundamental research type
concerned about the generalisation and existing formulation of theory. Sometimes, Applied
research is to be considered as a non systematic inquiry which usually apply in order to address
the specific issue and problem.
Fundamental research type usually generate the finding that have immediate application
in the practical level. It makes a specific contribution to the knowledge in the research project.
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Fundamental research study tends to generalised the phenomenon and gathering the knowledge
or contribute towards the research area.
Researcher will use the fundamental research type to expand the process through
knowledge and skill. It helps to find the results in terms of universal principles regarding the
relationship and their outcome. The researcher will use the concept because it helps to analyse
the critical ways to understand the idea about the research and also implement for Further
advancement. Researcher will generally use the fundamental research type to expand the
knowledge with the discipline. The participants generally do not have strict about the specific
deadline. This will be helping the researcher to increase the curiosity towards the case study.
Research Approach-
Research approach is a type procedure and plan that consists of following steps on the basis of
assumptions to detailed about the data collection, interpretation and analysis. It is based on the
nature of case study and problem that should addresses on the research. It can be divided into
different ways such as deductive, inductive and Abductive research approach.
A deductive approach mainly concern about to develop hypotheses based on the existing
model or theory. It helps to design a research strategy for testing the hypothesis result and
outcome. This approach will use in the quantitative method to calculate the accurate numerical
outcome of research. It derived from the different proposition of theory which implies a casual
relationship or link. It focused on the deducting conclusion from the proposition and premises.
Inductive research approach start with theories and observations which are proposed
towards the process of research. It including the search pattern through the observations and also
develop the explanation by using theories. There will be no theories and hypotheses apply on the
inductive approach. This approach does not imply theories when it formulating the
questionnaires and objectives. It mainly focused on the aim to generate an appropriate meaning
by using the data set that would be collected through researcher. Participants will determine the
patterns and relationship that could develop by theory.
Abductive is referred as an approach to set the specific weakness of research that
associated with the inductive and deductive. Sometimes, it has clarified that abductive approach
is similar to the inductive because it applied a logical inferences and theories. This approach start
with the surprising facts to easily explain the logical aspects of research. Abductive approach is
describing the facts where researcher combine both cognitive reasoning and numerical data.
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Researcher will have challenges to use the abductive to find out the result or outcome. In this
way, researcher will not using the abductive approach in many cases due to incomplete
observations.
Researcher will use inductive approach to identify the research outcome by using
observation. In this way, researcher will develop empirical generalisation to identify the
relationship as a progression through case study. Researcher will use the observations to build a
strong abstraction and also describe the overall picture of phenomenon in case study. Inductive
approach applicable in the qualitative method to understand the concepts and find out the
accurate observation by using survey.
Data collection method-
Data collection method is a type of process to collect the information from the relevant sources
to find the answer of research problem. It can be based on the hypothesis and evaluate the
results. It can be divided into two ways such as primary data collection and secondary data
collection.
Secondary data collection is a data that has already exists or publish through journals,
newspapers, online portal and other magazine etc. It is an abundant of data which available in the
different sources about the research case study. Secondary data must be used on the basis of
nature of project. It plays important role in terms to increase the level of reliability and validity
of research. It includes the publication date, reliability of sources, depth study, discussion of
quality.
Primary data collection is another method to collect the data by using quantitative and
qualitative. Quantitative data collection method based on the mathematical concepts and
calculation to estimate in different format. It involves regression, correlations of method,
questionnaires and other medium. While, qualitative does not include the mathematical numbers
and calculations. It only associated with the feeling, emotions and non-quantifiable element. It
involves the questionnaires, interviews and other observations.
In research project, researcher will use the primary data collection method to collect and
gather the information through observation or survey. It mainly based on the concepts and non-
quantifiable data.
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Sampling-
Sampling is a principle that can use to select the number of participants and populations in the
case study. It has noted that large number of responded requires to handle the different phase of
particular research. Due to the large size of target populations, researcher may have no option but
to case study that the number of elements within the population. Primary data collection method
is categorised in two ways such as probability and non-probability.
Probability Sampling mainly uses in the research where every members has equal
chances of participation in the case study. This method includes multistage, simple, stratified and
systematic etc. this type of method has applied in the research.
Non-probability is another type of selecting the non-random data therefore, it's not sure
each participants has a chance to perform individual role in the case study. This method sampling
includes the snowball sampling, quota etc.
Researcher will use the simple random sampling because of straight forward
probability strategy. Researcher will use 100 participants in the researcher to do their
individually. The purpose of this method is likely to chosen as sample where different number of
participants or sample size requires in order to apply sample random sampling method
(Ismagilova and et.al., 2017). It easy for researcher to understand the theory but difficult to
perform in the practices. Many researchers will use the random sampling method because of
their representativeness of group and less rooms for the participants bias compared to the other
techniques.
Reliability and validity-
Reliability is a concept that help to extent which the same outcome obtained by using the
same type of instruments. It is associated with the high level of reliability in the research.
Participants needs to generate an appropriate result or outcome through research methods under
the same type of conditions. Every observer has concerned about the reliability in the source of
information because it does not have guard against the observer's subjectivity.
Validity is another concept that extent at which needs of scientific research study. It
should be followed at the tome of process where they are generating a finding. Validity is to be
considered as the compulsory need at every type of research study. There are different type of
forms in the research project such as construct validity, content validity, face, external etc.
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Researcher will the measurement to ensure that validity of research involves in the case
study.
 An appropriate time interval and scale for the research project.
 An appropriate methodology has chosen by the researcher and taking into the
characteristic of case study.
 The most appropriate sample method uses for the case study.
 Respondents or participants must be pressured at the time of research process.
Ethical consideration-
Ethical consideration is one of the most common part of research project or case study. In
order to address the ethical consideration in effective manner. These are some important ethical
aspects that needed to implement in the research.
 Research members should not be subjected to harm and affect the data sources.
 It also respects for the dignity of other members and give equal priority.
 It ensures to protect and maintain the privacy of research participants.
 It must be avoided any type of exaggeration and deception among the participants
relating the objective or aims.
 Researcher will maintain the communication between the research members with honesty
and transparency.
 It must be secure the confidential data regarding the data and source of information in the
research.
In this way, researcher will use the ethical consideration aspects in the research to maintain the
data and information of case study.
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CHAPTER-4: DATA ANALYSIS AND RESULT
This report is prepared according to the survey of 100 valid participants including female
and large number of boys that belongs to above the age of 18 years. Data analysis is the process
of developing answers to questions through the examination and interpretation of data. Analytic
helps in underscore the usefulness of data sources by shedding the light on the effect of eWOM
on video games which influences the buying decision of the buyer. The survey was conducted to
test the reliability of internet users in order to test their purchasing intention regarding the
consumption of online series or video games. Here, the thematic analysis is done in order to
collect the perceptions of different categories of common people and data regarding the
effectiveness of eWOM on video games (Patel, 2018). The qualitative method has been used in
this report in order to collect the data and views of people. The qualitative method of data
collection seeks about the story of the group of people who shares their experiences regarding
the effectiveness of eWOM. The study has used the qualitative approach to collect the data from
the people. To carry out the research simple random technique is used which helped in
collecting the effective data from various people. Questioners are prepared in order to analyze
the perceptions of the people regarding the use of electronic word of mouth at the time of
consuming the services. Qualitative research emphasis over the issues by gathering the numerical
data or information over the specific issue so that it can be changed into the useful statistics. In
the research primary data collection method is used which helps in analyzing the perceptions and
influences of people under the age of 18 years. This is mainly applied to present the qualitative
report of that allows in collecting the random data form large number of people. This helps in
presenting the attitude, behavior and opinions which can be gathered from the large number of
population.
Questionnaires
Ques-1 Do you agree that electronic word of mouth plays the important role at the time of
purchasing the online services.
a. Strongly Agree
b. Agree
17

c. Neither Agree nor Disagree
d. Disagree
e. Strongly Disagree
Ques-2 how often people like to prefer online services for the consumption of goods
a. Often
b. Very Often
c. Usually all the time
d. Not at all
Ques-3 Is rating and popularity of the brand influence the buying decision of customers
a. Strongly Agree
b. Agree
c. Neither Agree nor Disagree
d. Disagree
e. Strongly Disagree
Ques-4 do most of the people like to prefer online goods and services nowadays
a. Strongly Agree
b. Agree
c. Neither Agree nor Disagree
d. Disagree
e. Strongly Disagree
Ques-5 Is electronic word of mouth provides the reliable source of information to people
a. Strongly Agree
b. Agree
c. Neither Agree nor Disagree
d. Disagree
e. Strongly Disagree
Ques-6 Is Electronic word of mouth only keeps only positive reviews and feedback regarding
the use of such services.
a. Strongly Agree
b. Agree
c. Neither Agree nor Disagree
18

d. Disagree
e. Strongly Disagree
Ques-7 Is online reviews posted on social networking sites affects the popularity of video
games.
a. Strongly Agree
b. Agree
c. Neither Agree nor Disagree
d. Disagree
e. Strongly Disagree
Ques-8 do you agree that electronic word of mouth influences the behavior of customer
a. Strongly Agree
b. Agree
c. Neither Agree nor Disagree
d. Disagree
e. Strongly Disagree
Ques-9 Do you think that Electronic word of mouth has helped the user in easily choosing the
services among all.
a. Strongly Agree
b. Agree
c. Neither Agree nor Disagree
d. Disagree
e. Strongly Disagree
Ques-10 Do you agree that most of the preferences of customer vary according to the positive
and negative feedback, comments, and reviews posted on social networking sites.
a. Strongly Agree
b. Agree
c. Neither Agree nor Disagree
d. Disagree
e. Strongly Disagree
Ques-11 Is the negative comments effects the brand image of the products and services like
video games and online web services
19

a. Strongly Agree
b. Agree
c. Neither Agree nor Disagree
d. Disagree
e. Strongly Disagree
Ques-12 Do you agree that eWOM has reduced the sales of traditional video games and offline
marketing of the products.
a. Strongly Agree
b. Agree
c. Neither Agree nor Disagree
d. Disagree
e. Strongly Disagree
Theme-1 Do you agree that electronic word of mouth plays the important role at the time of
purchasing the online services in today's technological world.
Frequency Respondent
a. Strongly Agree 63
b. Agree 17
c. Neither Agree nor Disagree 10
d. Disagree 10
e. Strongly Disagree 0
Total 100
20

Interpretation: From the above table it can be interpreted that most of the people agree
that electronic word of mouth plays the important role during the consumption of any goods and
services. It can be found that 63 number of people strongly agreed and 17 were in favour of the
question out of 100 as in this technological world internet have made it possible for the buyers to
purchase online products and compare the prices of such services among various other
competitive brands. From the above survey it can be interpreted that out of total 100, no one
disagreed the question and among them 10 people were in a state of neutral as they are confused
about the question.
Theme-2 How often people like to prefer online services for the consumption of goods
Frequency Respondent
a. Strongly Agree 55
b. Agree 22
c. Neither Agree nor Disagree 5
d. Disagree 10
e. Strongly Disagree 8
Total 100
21
0
10
20
30
40
50
60
70
a. Strongly Agree
b. Agree
c. Neither Agree nor Disagree
d. Disagree
e. Strongly Disagree

Interpretation: From the above survey of 100 people this question was one of the most
common among all. 55 number of people were strongly agree that often people like to buy things
online as to save the time and energy. Among them 5 were the kind of citizens who were neutral
who do not agree and disagree the question. However, 8 people has completely denied that
generally citizens often prefer online services. Whereas, 10 have only disagreed as they think
that various people in this technological world even prefer shopping from market.
Theme-3 Is rating and popularity of the brand influence the buying decision of customers
Frequency Respondent
a. Strongly Agree 70
b. Agree 5
c. Neither Agree nor Disagree 5
d. Disagree 18
e. Strongly Disagree 2
Total 100
22
a. Strongly Agree
b. Agree
c. Neither Agree nor Disagree
d. Disagree
e. Strongly Disagree

Interpretation:Most of the people usually think that brand image and popularity of the
firm can be determined by the ratings and reviews of the customers. Out of total 100 maximum
number of customer voted strongly agree and although 18 people were disagree amongst them.
Some people couldn't be able to understand the question so neither they are in support of the
question and nor in against.
Theme-4 Do most of the people like to prefer online goods and services nowadays
Frequency Respondent
a. Strongly Agree 60
b. Agree 22
c. Neither Agree nor Disagree 18
d. Disagree 0
e. Strongly Disagree 0
Total 100
23
0
10
20
30
40
50
60
70
a. Strongly Agree
b. Agree
c. Neither Agree nor Disagree
d. Disagree
e. Strongly Disagree

Interpretation: From the above survey, it can be interpreted that most of the people
nowadays like to purchase goods online. So in a survey not a single respondent disagreed the
question and almost 60 and 22 people were in favour of the question. Among total 100 people,
there were 18 people who neither agree and nor disagree to the question as they believe that
many customer like to choose offline goods and services as it provides complete satisfaction.
Theme-5 Is electronic word of mouth provides the reliable source of information to people
Frequency Respondent
a. Strongly Agree 30
b. Agree 20
c. Neither Agree nor Disagree 8
d. Disagree 12
e. Strongly Disagree 30
Total 100
24
a. Strongly Agree
b. Agree
c. Neither Agree nor Disagree
d. Disagree
e. Strongly Disagree

Interpretation: From the survey it can be concluded that most of the customers generally
relay on the reliable information provided by Electronic word of mouth. So there were 30
respondent who agreed that information provided by eWOM is reliable. However, 30 and 12
respondent disagreed it as they believe that the information is not reliable all the time and it may
be mixed with various fake information. Although, there are 12 people who had respondents who
have neither supported the question and nor do t hey oppose it.
Theme-6 Is Electronic word of mouth only keeps positive reviews and feedback regarding the
use of such services.
Frequency Respondent
a. Strongly Agree 7
b. Agree 2
c. Neither Agree nor Disagree 21
d. Disagree 30
e. Strongly Disagree 40
Total 100
25
0
5
10
15
20
25
30
a. Strongly Agree
b. Agree
c. Neither Agree nor Disagree
d. Disagree
e. Strongly Disagree

Interpretation: From the above survey, it can be interpreted that maximum number of
customer thinks that eWOM does not consist of only positive comments and reviews. Consumers
generally shares their last experiences regarding the use of online services which may be in the
form of negative or positive according to the perspectives of the customer. Out of total 100
respondent, almost 40 and 30 people which is the maximum among all has disagreed that social
media only consists of positive reviews. On the other hand, it can be interpreted from the above
survey that 7 and 2 people were in a state of agreeing such question. However, there were almost
21 people who were neutral.
Theme-7 Is online reviews posted on social networking sites affects the popularity of video
games.
Frequency Respondent
a. Strongly Agree 80
b. Agree 10
c. Neither Agree nor Disagree 0
26
0 5 10 15 20 25 30 35 40
e. Strongly Disagree
d. Disagree
c. Neither Agree nor Disagree
b. Agree
a. Strongly Agree

d. Disagree 7
e. Strongly Disagree 3
Total 100
Interpretation: It can be interpreted that popularity of the video games is affected by the
online reviews and eWOM. Out of total 100 respondents, there are 90 people in total who agree
that trend of video games can be influenced by the online popularity and Electronic word of
mouth. However, there were very fewer people say 7 and 3 who were saying that popularity of
the video games cannot be justified by its online online comments and feedbacks.
Theme-8 Do you agree that electronic word of mouth influences the behaviour of customer
Frequency Respondent
a. Strongly Agree 62
b. Agree 8
c. Neither Agree nor Disagree 2
d. Disagree 18
e. Strongly Disagree 10
27
a. Strongly Agree
b. Agree
c. Neither Agree nor Disagree
d. Disagree
e. Strongly Disagree

Total 100
Interpretation: From the above data collection, it can be found that electronic word of
mouth consists of online feedback and reviews that influences the decision of many buyers. As it
can be concluded that 62 number of people strongly agree and 8 people among total agreed that
the buying behaviour is affected by the previous experiences of customer. However, very fewer
people thinks that buying decision of customers do not vary according to the previous comments
and feedbacks of the people.
Theme-9 Do you think that Electronic word of mouth has helped the user in easily choosing the
services among variety of online products.
Frequency Respondent
a. Strongly Agree 80
b. Agree 0
c. Neither Agree nor Disagree 12
d. Disagree 8
28
0
10
20
30
40
50
60
70
a. Strongly Agree
b. Agree
c. Neither Agree nor Disagree
d. Disagree
e. Strongly Disagree

e. Strongly Disagree 0
Total 100
Interpretation: From the above study, it can be interpreted that 80 respondents think that
Electronic word of mouth helps customer in choosing the best product as various online
applications are helps the people in comparing the prices and quality of online services. So large
number of people thinks that eWOM have made their choices easy and allows them to choose the
effective services. Meanwhile, out of total 100 only 8 people disagree that internet has made
their choices easy.
Theme-10 Do you agree that most of the preferences of customer vary according to the positive
and negative feedback, comments, and reviews posted on social networking sites.
Frequency Respondent
a. Strongly Agree 40
b. Agree 32
c. Neither Agree nor Disagree 8
29
0
10
20
30
40
50
60
70
80
a. Strongly Agree
b. Agree
c. Neither Agree nor Disagree
d. Disagree
e. Strongly Disagree

d. Disagree 18
e. Strongly Disagree 2
Total 100
Interpretation: According to the views of the people, it can be interpreted that maximum
number of people thinks that preferences and requirement is generally varies according to the
reviews and feedbacks of the customers who have experiences the same products and services.
40 people strongly agree and 32 customers only agree that preferences and requirement may vary
according to the previous comments, feedbacks and ratings of the previous users. 18 and 2
people are those who argued on the statement that preferences of customer vary according to the
reviews. However, there are 2 respondents among total 100 who are in a neutral state.
Theme-11 Is the negative comments effects the brand image of the products and services like
video games and online web services
Frequency Respondent
a. Strongly Agree 63
30
a. Strongly Agree
b. Agree
c. Neither Agree nor Disagree
d. Disagree
e. Strongly Disagree

b. Agree 17
c. Neither Agree nor Disagree 8
d. Disagree 12
e. Strongly Disagree 2
Total 100
Interpretation: It can be interpreted from the above table that large number of
respondents that is 63 and 17 out of total 100 people are in a favour that negative comments and
feedbacks may spoils the image and reputation of specific organization. Whereas there are 12
number of people who disagree that brand and image of the company does not get spoiled with
the negative reviews as they think that there are various positive reviews may be posted which
may influence the mind of users in buying the goods and services. 2 out of the total strongly
disagree and 8 number of people were neutral who neither responded in favour and nor in
against.
31
0 10 20 30 40 50 60 70
e. Strongly Disagree
d. Disagree
c. Neither Agree nor Disagree
b. Agree
a. Strongly Agree

Theme-12 Do you agree that eWOM has reduced the sales of traditional video games and offline
marketing of the products.
Frequency Respondent
a. Strongly Agree 80
b. Agree 11
c. Neither Agree nor Disagree 9
d. Disagree 0
e. Strongly Disagree 0
Total 100
Interpretation: according to the survey of 100 random people, it was found that presence
of electronic word of mouth has reduced the offline and traditional video games. This has large
affected the sales of such products in the world. Due to the presence of internet all the video
games are now played online, so this has attracted large number of people towards such kind of
online entertainment. From the above data 80 out of 100 completely agree that internet has
transformed the way in which video games were played earlier. Whereas, not a single respondent
have denied that it has completely decreased the sales of offline video games. 9 people were in a
state of neutral who were confused about the question.
32
a. Strongly Agree
b. Agree
c. Neither Agree nor Disagree
d. Disagree
e. Strongly Disagree

CHAPTER-5 CONCLUSION
5.1 Summary of key findings
From the above discussion, it has been identified that electronic word of mouth greatly
influence the customer decisions. EWOM mainly consists of various social networking platforms
in order to communicate the with large number of people about the experiences of consuming the
online products and services. The research has been provided the complete information about the
rapid influence of eWOM on various entertaining industries such as video games. It has also
determined that electronic word of mouth has changed the perceptions and preferences of people
regarding the consumption of various products and services. This study has reflected on the
reputation and image of the brand which may gets affected by the negative influence and reviews
of various customers who has consumed the services. It has been also analyzed that, almost
every enterprise is trying to make online presence in order to sale their products and services
directly to customers. So, such websites and online services also asks for the customer feedback
and reviews that helps the company in strengthening its strategies.
Furthermore, it has been found that eWOM had a great impact on the video games and
this effects the purchasing decision of consumers. The report has justified that electronic word of
mouth has created a long lasting impact on perceptions of the people in choosing the best web
services in the form of social media reviews and comments of people. Also, research has
provided various aspects of various popular social networking sites that plays the important part
in influencing the buying decision of the consumer in terms of video games and various online
products and services etc. In addition to this, it has been identified that rapid development of the
technology has impacted on the lives of the people and also it has changed their living standard
along with the changing needs and requirements. Also, this research has presented the various
data collection methods which has supported in survey regarding the impact of eWOM on video
games and which mainly influences the buying decision of consumers. This report created a
complete understanding about the influence of technology in terms of electronic word of mouth
and this has a huge impact on the effective interactions and communications of people across the
world. The study explores the role of Electronic word of mouth in the decision-making process
of consumer while playing video games.
33

5.2 Theoretical contributions
According to the theoretical aspect, it has been analyzed that electronic word of mouth
explores the role of consumer attitude towards the online reviews and their subsequent behavior.
In this research, primary data has been collected in the form of simple random technique that
helped the researchers in analyzing the views and opinions of large number of people. This data
analyses has helped in determining the point of views of the customers who mainly consumes the
services and goods. This study has also developed a conceptual framework with three
dimensions of eWOM that helps in finding the motivation, source and content that helps in
exchanging the information from one person to another across t he world and this has been
possible via internet. The collected data has been provided the variations of answers from the
side of 100 random people that helps in identifying who thinks that eWOM has created the lives
of people easier as feedback and reviews posted on the social networking sites helpful in judging
the quality and features of the products. This has been also provided that buying behavior of the
consumer may be influenced by various types of positive as well as negative feed backs that may
impact on the image and reputation of the particular brand across the minds of users.
In addition to this, It has been found that implication of the online services have
minimized the sales of offline video games and also have created a unique identity of such
entertainment industries in the form of online development of video games. This research has
explored the relationship of Word of Mouth and Electronic Word of mouth on various influential
methods such as attitude towards the message , attitude towards the product, purchase intentions
of the customer etc. Another theoretical contribution was the extension of social-communication-
based conceptual theory into the eWOM literature as the foundation for various impacts of
WOM verses eWOM on regarding the purchase related attitude of the customer. This research
has also answered the call to explore the theories in order to study various key elements of social
communication that effects the customer in rapidly changing the preferences and demands
accordingly.
5.3 Practical implications
In this research, social communication theory has been used that suggests about the use
of social networking site that consists off feedback page which pops up on the mobile phones or
computers screen of those people who have consumed the services or products of the any
organization. This has been done to take the reviews and perceptions regarding the use of such
34

services which may helps in influencing the minds of users. Various evidences has been
suggested in the research in order to prove that Word of mouth is a strong and effective method
which may be responsible for the increased as well as decreased sales of an enterprise. This
report has suggested various views to attract large number of people towards the effective and
advanced features of video games that entertains large number of customer and therefore they are
ready to pay any cost for such services in the form of online video games.
Moreover, the research provides the insights into the path to purchase that influences
consumer's purchase in decision making in an online as well as offline environment. It has
provided the social diffusion from the energy and enthusiasm of a positive recommendation
source which is presented face to face that directly impacts attitude during a more committal act
of signaling one's purchase intentions. This study has empirically tested to reveal that electronic
word of mouth has significantly higher impact on consumer's evaluation. However, qualitative
approach has been employed in order to find the perspective of the people regarding the impact
of electronic word of mouth which creates the great impacts on the purchasing power if
customer. Also, it has been practically proved electronic word of mouth consists of various posts
that may impacts on the reputation and brand image of the company as it consists of negative as
well as positive reviews regarding the services, goods, quality etc.
5.4 Limitations and suggestions for future research
There are several limitations of this research which need to be improved. With respect to
the experimental vignette method used the effects are measured immediately after the exposure
of eWOM. The response of the online services may be constrained or supported. However, the
factors already acquired before receiving the advice of consumers such as beliefs, preferences,
habits and advertising or other marketing communication form. So the research has not taken
these aspects into account. In this research positive and negative impacts of electronic word of
mouth has been reflected in respect with the behavioral and attitudinal loyalty of the customers.
Various limitations are as follows:
 eWOM has sometimes has a great limitation in terms of security as most of the people
sometimes use bad words for and post it into the comments in order to deal with their
anger after the dissatisfied services of a particular company. However, such posted
comments may be influence the mind of user and it also destroys the image and
reputation of the company.
35

 The study of evaluated WOM has created the perceptions in a specific direction that
limits the generalization of findings. However, the convenience sampling technique limits
the generalizability of findings.
 This study does not measure the control or measure the respondents level of brand
attribution familiarity with online sites in order to test eWOM perception effects on the
image of a particular destination.
 The adopted measurement scales only allowed capturing the range of limited range of
customer response.
 Also, the demographic profile of the respondents limits the generalizability of the results.
However, the majority of the sample consisted of elderly people who tends to be more
proficient with technology and online communication.
 Furthermore, the research should integrate different combinations of WOM factors that
would possibly produce the greatest effects on multiple dimensions of destination image.
Moreover, factors that can moderate the Electronic word of Mouth effects on the
destination image such as video games, and online products and services so geographical
and infrastructural conditions should be examined.
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