"The power of eWOM and online reviews on Generation Z" : A quantitative study about to what degree eWOM and online reviews influence Generation Z's purchase intention regarding interior design in Sweden.

Abstract: Title: The power of eWOM and online reviews on Generation Z - a quantitative study about to what degree do eWOM and online reviews influence Generation Z’s purchase intention regarding interior design in Sweden. Background: This thesis explains the influence of electronic word of mouth (eWOM) and online reviews on the purchasing intention of Generation Z, the world's largest consumer group, within the interior design industry in Sweden. As a result of their constant exposure to marketing through various platforms and social media, eWOM and online reviews have become increasingly influential in consumer purchasing intention. Purpose: The purpose of this research is to explain to what degree do eWOM and online reviews influence Generation Z’s (those born between 1995-2005) purchasing intention regarding interior design in Sweden. Method: The empirical findings were obtained using quantitative research with a deductive approach. Data collection was done through an online survey completed by participants born between 1995-2005 and did not exclude any other age groups. After analysing the findings through an independent sample t-test and Cronbach’s alpha test, they were compared and contrasted with the existing literature to determine their similarities and differences. Conclusion: Overall, this research contributes to our knowledge of consumer behaviour and provides guidance for companies and their marketers aiming to target Generation Z. Understanding the influence of eWOM and online reviews enables companies to adapt their marketing strategies to align with this generation's preferences and trust factors.