Positive and Negative Word of Mouth: Its Effect Among Filipino Youth in Choosing Product Brand

Abstract The objective of this research was to find out how positive and negative word of mouth affects the purchasing influences of young consumers. The researchers conducted a focus group discussion and one-on-one interviews with 15 Filipino youths to answer the following questions. The aim is to obtain in-depth knowledge of the youth's beliefs and views about the impact of word-of-mouth on their purchasing decisions and determine its viability as a market strategy. In conclusion, it shows that young consumers tend to have high levels of trust in their families and friends when it comes to word-of-mouth reviews which has led to accounts of unsatisfied and satisfactory purchasing decisions. Further findings also suggest that word-of-mouth is effective and viable, however, businesses should not rely on this strategy alone