Effects of Electronic Word of Mouth among Filipino Young Consumers in Choosing Product Brands

Abstract This research aims to better understand the positive and negative effects of electronic word of mouth among Filipino young consumers when it comes to product brand selection. Electronic word of mouth has changed marketing and society as to what we know of today. The method that was used for gathering data was a focus group discussion via Google meet. With the data that the researchers gathered, they were able to specify what electronic word of mouth has done to consumers, sellers and products that are in the market. The researchers were also able to determine whether positive or negative word of mouth would be more impactful whenever choosing a product for purchase. The researchers also gathered that electronic word of mouth has a huge influence in the decision-making of young consumers. For they rely heavily on the system to decide if the product is worth buying or not. If not, they look for other quality shops. Furthermore, the data also showed the young consumers have a hard time distinguishing whether the reviews are trustworthy or not