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BUS8101 The Business Project

tag 0 Download 3 Pages / 560 Words tag 11-02-2021


The purpose of this report is to apprehend the influence of electronic word of mouth from social media platforms such as Facebook, Instagram on consumers purchasing behaviour in Hong Kong. The report focuses on the market of recreational sports such as scuba diving and how electronic word of mouth impacts on the purchasing decision of people in Hong Kong.

Word of mouth is a mode of interpersonal communication among consumers who share their views and opinions regarding the purchased products and services (Berger 2014). The advancement in technology and popularity of social media platforms has heavily influenced this traditional communication tool and has evolved into electronic word of mouth. In the subsequent discussion the impact of electronic word of mouth on consumers purchasing decision in Hong Kong in relation to choosing service provider will be determined, specifically in the market of recreational sports such as scuba diving.

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