Effects of Word of Mouth on Brand Awareness and Purchase Intention of Young Consumers Studying - Research Paper Example

Brand awareness is created from the consumption experiences shared by the consumers and the purchase intention is a result of this brand awareness (Yoo and Bai, 2013). This indicates that the purchase intentions of the customers may be increased or decreased based on the brand awareness created through online or offline mode (Yoo and Bai, 2013). Research has been carried out in the field of WOM publicizing the products and services so as to determine its impacts on the level of customer satisfaction.

The higher the brand awareness created, the greater the possibility of the customers to be attracted to the brand (Yoo and Bai, 2013). It also increases the profit that is earned by the company from its marketing techniques. The process of WOM is usually carried out through different campaigns, where there are millions of customers engaged in different communities and they have the scope to discuss the advantages and disadvantages of a particular product.    Gaining high customer satisfaction is assumed to be the most important factor for airline companies and this can only be achieved through offering high-quality services (Lo, 2012).

The researchers have pointed out different factors in the airline companies that attract the customers, such as, add-ons in their services, which have been introduced for the benefit of the customers (Fan and Miao, 2012). The customers are provided with the opportunity of online baggage check-in and pre-booking of meals, which attract them towards booking these air tickets. A number of low-cost airlines in the UK, such as EasyJet, Flybe, Monarch Airlines, etc. offer high-quality services at affordable prices.

 The researchers and practitioners face a challenge to resolve the complex issue of consumer behavior. Product specifications, brand, and shopping atmosphere affect the perceptions of the consumers in different ways (Lo, 2012). Fan and Miao (2012) argued that the advertisements and the user comments affect the perceptions of the individuals and they prefer to make their purchase decisions based on these comments. In modern days, consumers try to gather information related to the products before they make purchase decisions.

The use of the internet as a marketing strategy has attracted a large number of customers and there are some prominent social media platforms used in order to communicate directly with the customers (Fan and Miao, 2012).