ABSTRACT
As m-commerce is increasing its penetration in Indian households as a result of expansion of digital platforms, marketers are also looking for new ways to meet customer expectations and in order to do the same; they are inventing new digital tools and techniques to gain the attention of the consumer.
Mobile word of mouth, a subset of electronic word of mouth, has gained much as digital tool because now more and more consumer are accessing internet via mobile devices. Mobile word of mouth has given empowerment to both consumer and marketer. Now, consumer can update real-time experience of a product or service as soon as he/she comes in contact with the service provider. On the other hand, Mobile word of mouth has become an important tool in the hands of marketer who wants to shape the consumer purchase decision via their Web Push Message and short message service (SMS). Accordingly, customer also exhibits altered purchase behavior due to Mobile word of mouth vis-à-vis traditional word of mouth. In this study, researchers have attempted to document this change in consumer behavior. Alongside, researchers have tried to explore the determinants of mobile word of mouth such as brand commitment, ease of use, individual connectivity, motivation behind mobile referral campaign, and information source.
