The credibility nexus: Unveiling the influence of word-of-mouth on personal care purchase intentions among millennials and Gen Z

Abstract

Rapid advancement in technology raises issues of trust and credibility among its users, making them doubt the benefits of technology and yearn for a return to the way life was before it. This study attempts to examine the relevance of WOM in a similar context of evolution from conventional WOM to eWOM. Is the conventional form of WOM still credible for the tech-savvy generation of today? Is the credibility of conventional WOM sources the same for the generation of today and yesterday? In accordance with these questions, this study collected primary data from actual and potential consumers of personal care products belonging to millennial and GenZ cohorts of generations. The data was analysed using multiple linear regression and an independent samples t-test. The results suggest that although trustworthiness serves as a crucial aspect for both generations in deciding on their purchase based on the credibility of a WOM source, expertise may or may not play a decisive role in it. As an original work by the authors, this study tries to re-analyse the existence and essentials of WOM-based product recommendations amongst the newer generations that are now a major part of the contemporary workforce.