The study seeks to ascertain the factors of electronic word of mouth (e-WOM) influencing consumer buying behaviour. This research aims to contribute to the ongoing debate about the factors of e-WOM that influence consumer buying decisions while making an online purchase. Structural equation modelling (SEM) was used to measure and analyse the relationships between observed and latent variables. The results reveal that e-WOM valence is the most influential e-WOM factor during online purchase decisions. Marketers must pay close attention to negative e-WOMs, monitor unfavourable evaluations and use negative feedback to improve product and service quality. [ABSTRACT FROM AUTHOR]
