Abstract
This study is based on a survey conducted among 200 individuals whose opinions regarding social media word of mouth (SWOM) and word-of-mouth (WOM) marketing techniques were analyzed. It has been concluded that customers rely more on social media WOM to make purchase decisions as compared to traditional WOM. Therefore, marketing effort for brand extension success should be made on Social networks. These results came through a survey methodology where the response of 200 participants was analyzed through t-test statistical analysis using SPSS software. In this developing era of business and technology, the way businesses promote and sell their products and services has drastically experienced a shift that is triggered by the shift in customer's reliance on internet for gaining information. SWOM has replaced word-of-mouth promotion and has been attracting more of consumer attention thus helping both businesses and their customers to make more satisfying choices.
Disciplinary: Management and Economic Science (Digital Business & Marketing), Information Technology. (c) 2020 INT TRANS J ENG MANAG SCI TECH.