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VOL. 8, ISSUE 2 (2026)
A study on the impact of incentivized eWOM on consumer purchasing behavior
Authors
Monisha P, Nanditha T, Neharika A1, Nigina Fathima N, Nihantha M K, Nikhitaa T
Abstract
This study examines
how consumer purchasing behavior is affected by electronic word-of mouth (eWOM)
incentives, particularly Myntra Cash and Nykaa Points. Knowing how rewardbased
incentives affect customer involvement, trust, and purchasing decisions is the
goal. Using judgmental sampling, a descriptive research design with a
quantitative approach was employed to gather primary data from 100 respondents
via questionnaires. The objective of this study is to evaluate the impact of
incentivized electronic word-of-mouth on consumer purchasing behaviour. It
focuses on understanding consumer awareness and the influence of reward-based
reviews on purchase decisions. The study recommends increasing openness and
authenticity in reward-based review systems because the results show that
incentivized eWOM increases consumer involvement and purchase intention, even
though it may raise questions about review trustworthiness.
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Pages:47-52
How to cite this article:
Monisha P, Nanditha T, Neharika A1, Nigina Fathima N, Nihantha M K, Nikhitaa T "A study on the impact of incentivized eWOM on consumer purchasing behavior". International Journal of Social Research and Development, Vol 8, Issue 2, 2026, Pages 47-52
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