Technology and the internet have helped in the easy migration of advertisements from the traditio... more Technology and the internet have helped in the easy migration of advertisements from the traditional billboard to the digital ads, which ultimately exposed the consumer to a large number of advertisements. This transformation brought more opportunities to the consumers, as they were exposed to a large amount of information about different services in a short span of time, while on the other hand this huge information made it difficult for them to plan their purchases easily. This incapability of not being able to make good decisions provoked them to look for information online in the form of online recommendations or electronic word of mouth (eWOM) (Arndt, 1967).
Technology and the internet have helped in the easy migration of advertisements from the traditio... more Technology and the internet have helped in the easy migration of advertisements from the traditional billboard to the digital ads, which ultimately exposed the consumer to a large number of advertisements. This transformation brought more opportunities to the consumers, as they were exposed to a large amount of information about different services in a short span of time, while on the other hand this huge information made it difficult for them to plan their purchases easily. This incapability of not being able to make good decisions provoked them to look for information online in the form of online recommendations or electronic word of mouth (eWOM) (Arndt, 1967).
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