Word-of-mouth (WOM) communication is broadly acknowledged as a significant factor in building marketing strategies and communications. Invention of the Internet and expansion of social media have added a new electronic dimension to traditional WOM, consequently changing it into electronic WOM (eWOM). eWOM is defined as all informal communications directed at consumers through Internet-based technology related to the usage or characteristics of particular goods and services, or their sellers. Customers recognize that online consumer reviews help them to determine eWOM credibility and to make buying decisions. The objective of the study is to assess the impact of eWOM (Online Consumer Reviews) on consumers’ buying decision of electronic products. This emphasizes on the relationship between online reviews and buying behaviour of consumers. An instrument was set up to gauge the proposed builds, with questionnaire items taken from prior studies. This descriptive study involved the Survey technique to collect primary data with the help of Google forms. The outcomes demonstrate that consumer reviews have an underlying impact on consumer Buying behaviour and they have an effect on choosing the products by consumer. The results show that customers are especially impacted by eWOM, and that a larger percentage of them are dependent on such online reviews when making decisions to buy products through the Internet.

Keywords: eWOM, Online Consumer Reviews, Consumer Buying Behaviors, Online Shopping.