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Pham Hung Cuong, Foreign Trade University
ABSTRACT
The reviews of the consumers who are shopping online is playing very important role in shaping the intentions of the purchase of others. The digital platforms are increasing day by day which are giving the opportunity to the customers to share and express their views, comments and ideas, and at the same time it is establishing a powerful tool of marketing which is known as electronic word of mouth (e-WOM) which has become an important source to collect the details about any product for the consumers. Review consensus gives comprehensiveness to e-WOM. Single or limited reviews fail to give a complete picture to the e-WOM; hence to enable customers to make an appropriate decision multiple numbers of reviews with similarity among them are required. In the present study a sample of 328 online customers has been considered through a structured questionnaire designed on five point interval scale. Mean score and Multiple regression was used to analyse the data. The data analysis has been done with help of SPSS 20.0 (Statistical Package for Social Sciences). Through this study it is found that most of the aspects of review consensus have positive impact on e-WOM and E-Purchase Satisfaction for consumer goods. 
Keywords: Review, Consensus, e-WOM, Consumer Goods, e-Purchase, Satisfaction, Vietnam.
INTRODUCTION
The quantity of Electronic word of mouth is defined as the totality of comments which can be computed in the form of available number of reviews or the review�s length. It is seen that if the product�s reviews are improved it will improve the sales at the same time. The decision of the consumer for buying the goods and its services is very much influenced by the amount of information is received by the customer. The customer is becoming more observable because of these digital platforms where discussions are done along with the sharing of reviews. The number of comments which are posted online is now considered as the representation of the performance of the product and these comments are also the sign of the popularity and trendiness of the particular product. Sharing detailed information by an individual is a factor which enhances the confidence of taking a decision to buy a product and it also reduces the feeling of mistakes and the exposure of risks as well. The reviews of the online customers are measurable, when they are written and accumulated as a collection. The number of positive and negative opinions can be counted and the quality of the products and the services can be easily evaluated by the consumers. Opinion consensus and conformity effects are the new research venues which are opened as the feature of online word of mouth. 
At present, the internet is allowing the customers to share opinions and experiences about the products and the brands. Any good or bad statement which was stated by the potential, real, or former customer regarding a product, brand or company is known to be e-WOM or electronic word of mouth and this is available to everyone with the help of internet. Such as marketers, electronic word of mouth provides pr�cised information and customised solutions to the potential buyers but unalike the marketers sympathetic ears and interactivity is also offered by it, to its participants. In addition, the communication of e-WOM presents a distance which is short betwixt the information�s source and the receivers than the communication which was induced by the marketers. Various social networking platforms are used by the consumers to share their opinions and experiences about any products or the brand with the members of the communities of the online brands. Consumers are motivated to establish long term relation with the brands and the business when they are more involved with the social media for building up more and more e-WOM. Due to this consumers are becoming loyal to the brand and business, and hence inclined towards a particular brand to purchase on the social media. 
When the word of mouth are comply by the judgement of the receiver itself then are believed more and then are concurred with any other word of mouth which is available and the WOM that reinforces the customer�s preconception of the experience of the brand satisfies the curiosity of the consumer and also strengthens the feelings of expertise. The degree of agreement betwixt two or more users for a product or its performance is represented by the consensus in electronic word of mouth that is the reason, the messages of e- WOM with more consensuses can be more persuasive and powerful as compared to the messages with less consensus. Consensus of electronic word of mouth information on SNS can be attributed to the number of �likes� and �clicks� a post receives.
Purchase behaviour is the result of positive intention and attitude of e-loyalty towards the goods and the services. Electronic loyalty is the favourable attitude of the consumer for a digital business which finally results in to the behaviour of the purchase. The e- loyalty of the customer for any specific brand results in the higher willingness to continuously buy something from the internet is known to be e- buying. E-buying is capable of the extending the process of manual purchasing and selling. Consumers are encouraged by the favourable attitudes to buy the goods and services by the through social networking sites.
Among the friends and companions word of mouth is defined as the word of mouth which is non-commercial. These days electronic word of mouth is becoming a new form of communication. Electronic word of mouth is the bad or good comments from the consumers regarding any product or the brand via internet. The process of communication among the customers through social networking sites is known as social e-word of mouth which is now becoming the most popular online media which is based on the present e-WOM which includes webinars and social networks which provides the genuine information by personal connections to the customers. 
Social networking sites are now acting as a mode which is very effective betwixt the consumers and it serves as the source of the opinions and details about any product and the services. The process of decision making of the consumers is been changed by the social networking sites since customers are very instant in sharing their information and opinion via their social networking accounts without the limitation of time and place. The strategies of brand communication consider the popularity of social networking sites because of which the marketing of social media which is based on electronic word of mouth has become an important part for their strategy. 
LITERATURE REVIEW
Thao & Hoa (2018) revealed that the motivations of efficient and lavish use of social media had a good impact on social electronic ways of working, the trust and attitude of the consumer for a brand of goods and services is positively influenced by the social electronic ways of working on social networking sites and these both trust and attitude of the consumer had a positive influence on their intensions of buying. Perera et al. (2019) studied that e- loyalty and e-purchasing is positively and significantly influenced by the electronic word of mouth. Additionally, the credibility of information, quality of information, and usefulness of information powers the relationship betwixt e-WOM and e-loyalty. Huyen & Costello (2017) found that the purchase intention is significantly affected by the number and review quality and there is a mediating effect of trust of brand on the relation betwixt intention of purchase and online reviews. The practitioners are assisted to develop a format of review information which is user-oriented so as to manage the reviews of online customers in an effective and proper way. Kim & Lee (2015) revealed that the review consensus overrules the influence of review sequences in such a manner that when the review ratings are substantially consistent, the attitude of the customer and their intentions to stay at a hotel are not influenced by the review sequences. Khuong & Hanh (2016) found that there is significant and positive effect of satisfaction of customers, trust, perceived value, and loyalty of customer on electronic word of mouth and brand equity. Electronic word of mouth and brand equity is explained and predicted by the effective tools like satisfaction of the customer, their trust and loyalty and perceived value. Khuong & Huong (2016) studied that the purchase intentions of Vietnamese travellers is most significantly affected by online advertising, therefore keeping this in considerations more effective campaigns should be created by the marketers. Some valuable sources are provided by this study which can be used to know the behaviour of the Vietnamese travellers and the impact of marketing through social media. James et al. (2016) revealed that four determinants like entertainment, irritation, information and credibility which is related with the attributes of marketing has effectively influenced the attitude of the consumer towards the advertising of the mobile. In addition, the most important factor is providing information. And at the same time the consumer of Vietnam shares a positive relation between their attitude towards the advertising of mobile and their purchase decision but the marketers are suggested to send the messages regarding their advertisement only with the permission of the consumers. Binh et al. (2017) found that brand image and purchase intention are positively influenced by the electronic word of mouth and purchase intension shares a significant relation with the decision of purchase. The managers are suggested through this study to keep a check on reviews of online customers and try to give the solutions in time. Nghia et al. (2017) studied that a moderating part is significantly played by the word of mouth in the relation betwixt satisfaction and trust. Additionally, it is seen that there are different moderating effects of word of mouth since there are various shopping context and satisfaction interactions, trust and the intention of buying again also differs. It can also be seen that in different environment of shopping the behaviour of the consumer is also different. Thanh & Binh (2019) revealed that there is direct effect of online trust on customer�s engagement and e-WOM. Specifically, it can be said that e-word of mouth is directly influenced by the online engagement of the customer. Practical and theoretical meanings are provided by the study which helps the companies to know the importance of e-WOM and the customer engagement and at the same time so many solutions which help to build the business and rise up the customer engagement and positive electronic word of mouth. Shen et al. (2012) found that: a) median rating has a greater of extreme ratings as compared to prospective customers� perceived quality while the reviews which are negative have a greater impact as compared to positive reviews; b) none of the volume, valence and consensus of e- WOM is able to predict perceived quality reliably; c) when product quality is judged by American subject, based on the same quantitative online product reviews it shares no difference with  perceived product quality formed by Chinese. Hai & Han (2017) studied that seller and customer which are the members of the communities of the social media have the motive to participate in the activities of the online community: trust, benefits of being social, recognized costs and the pressure of time are indirectly affected by the attitude of the customer. The participation of the customer affects the behaviour of the consumer and the intension in such a manner that it becomes beneficial for the social network and the electronic commerce. The intension of buying, intention of creating positive WOM and the intension of making suggestions which are constructive are increased by the participation and the tendency of leaving the relation with the community of social media is also reduced. Nhat & Quy (2016) found that customer�s satisfaction is positively influenced by the facility, ability of solving problems and reliability and at the same time loyalty and WOM is positively influenced by the satisfaction of the customers that are buying the products related to the agriculture from the supermarket. Loyalty and WOM both are significantly influenced by the satisfaction of the customer but the loyalty is affected at the higher side as compared to WOM; the satisfaction of the customer can be improved if there is a solution with the supermarkets which enhances the customer�s satisfaction regarding the provided services; ambiance of the shopping in supermarket, their facilities along with the cleanness, latest facilities, presentation of the goods that is reasonable. Wang & Lan (2018) revealed that customer�s attitude towards the viral video advertisement shares a positive relationship with the perception of providing information, perception of entertainment and the perception of source credibility. Beside all these, the intension of consumer�s purchase is most positively influenced by the important factor is the customer�s attitude towards the viral video advertising. In other words, the higher customer�s attitude is resolved by more information in the viral video advertisement. The amount of viral video advertisement does not irritate the customers in real sense. In addition the significantly bad attitude for the viral video advertisement is not because of irritation. The Vietnamese customers are not very harsh towards the viral video advertisement.  The intension of the purchase of the consumer is higher because of the positive attitude of the consumer towards the viral video advertisement. Tran et al. (2017) found that a visible and notable area is shared by the social media among the results of the pages which are presented by the Google and Bing, which are most powerful engines which are used for searching and serves as a perfect platform to reach online customers; social media contributes a lot to collect the information regarding tourism. The websites of the social media are distributed all across the pages of result in the domains which are there for online tourism; the searching results are displayed by the websites of social media. Khuong & Chau (2017) found that attitude and attention for the sponsorship fit of the vents which are already sponsored and the involvement of the event which all are the variable that is independent, directly or indirectly affects the dependent variable of customer�s WOM with the help of trust of brand. Sponsorship should be improved by the managers of the brand so as to induce the word of mouth of the customers and the brand trust as well. It is believed by the managers of the brand that brand trust is a very important factor that leads to the word of mouth of the customer. Independent variable shares a significant relation with the brand trust. Doh & Hwang (2009) found that there is a significant difference between the different sets of electronic word of mouth. Although, there are many cases where positive sets also shows higher scores, this cannot be true for all the conditions, particularly in the case of credibility (Nadine & Jacquelyn, 2002). The relation between the ratio of messages and the e-WOM effect can be partially moderated by the involvement and prior knowledge. If all the electronic word of mouth�s messages are positive they can damage the credibility of the websites and the e- WOM messages in the long run. 
OBJECTIVES OF THE STUDY
To measure the various factors that determines the review consensus for a concrete e-WOM 
To ascertain the Influence of online review consensus on e-WOM
To ascertain the Influence of online review consensus on Consumer Goods e-Purchase Satisfaction. 
METHODOLOGY
The present study is explorative in nature in which the primary data was collected through survey methodology. Survey data was collected from a sample of 328 online customers in Vietnam. An arranged questionnaire was distributed to the respondents to collect the data. The sampling method was purposive sampling. In the present study multiple regressions has been applied. Multiple regressions are the multivariate statistical technique which is applied when there are more than 2 independent variables and one dependent variable. In this study there are two models of multiple regressions. In one model the first dependent variable is �My purchase is influenced by E-WOM� and second dependent variable is �I am satisfied with the consumer goods E-Purchase I have done in the past� in Figure 1.  

FIGURE 1
THEORETICAL MODELS OF THE STUDY
Findings of the Study
The findings of the study contains demographic profile of the respondents, mean score of independent and dependent variables and multiple regression analysis for e-WOM and consumer goods purchase satisfaction. 
Table 1
SOCIO ECONOMIC BACKGROUND OF THE RESPONDENTSVariablesNo. of respondents%ageGenderMale17352.7%Female15547.3%Total328100%Age groups18-25 yrs6921.0%26-35 yrs6820.7%36-45 yrs7322.2%46-60 yrs6519.8%Above 60 yrs5316.1%Total328100%Marital statusMarried17954.6%Unmarried14945.4%Total328100%ProfessionStudent7723.5%Business5918%Service6519.8%Professional5316.1%Homemakers7121.6%Total328100%Monthly income<15,000,000 VND7522.9%15,000,000 VND to 25,000,000 VND8325.3%25,000,000 VND to 50,000,000 VND9127.7%>50,000,000 VND7924.1%Total328100%Table 1 demonstrates the socio economic background of the respondents that have the questions regarding their gender, age, marital status, profession and monthly income. Among the total number of respondents 52.7% are male and 47.3% are female in which 21.0% are from the age group of 18-25 years, 20.7% are of 26-35 years, 22.2% are of 36-45 years of age, 19.8% are of 46-60 years of age and the rest 16.1% are above 60 yrs of age. 54.6% are married and 45.4% are unmarried. 23.5% of them are students, 18% are doing their business, and 19.8 % are in service, 16.1% are professionals and the rest 21.6% are homemakers. 22.9% of them earn less than 15,000,000 VND, 25.3% earns 15,000,000 VND to 25,000,000 VND, 27.7% earns 25,000,000 VND to 50,000,000 VND and the rest 24.1% earns above 50,000,000 VND per month. 
Table 2
INFLUENCE OF ONLINE REVIEW CONSENSUS ON CONSUMER GOODS E-PURCHASE SATISFACTIONNo.Influence of online review consensus on ConsumerMean Value1.Review consensus depends upon purpose of purchasing the product3.852.Mixed reviews are considered more reliable than only good reviews and only bad reviews3.673.I consider only those reviews which can be compared with each other3.764.Consensus among reviews is only logical when they have been written by verified buyers3.705.Extended reviews are always better for review consensus4.466.If I find positive reviews, even if there is a consensus, I consider them to be biased4.557Higher review consensus can only be achieved when we explore multiple sources of reviews4.598My information search is not over until I get enough consensus of reviews3.62DV1My purchase is influenced by E-WOM3.97DV2I am satisfied with the consumer goods E-Purchase I have done in the past3.82Table 2 shows the Influence of online review consensus on Consumer Goods e-Purchase Satisfaction. From the table it is seen that extended reviews are always better for review consensus with the mean value 4.46, If I find positive reviews, even if there is a consensus, I consider them to be biased with mean value 4.55 and Higher review consensus can only be achieved when we explore multiple sources of reviews with the mean value 4.59 are most significant factors and My purchase is influenced by E-WOM with mean value 3.97, Review consensus depends upon purpose of purchasing the product with mean value 3.85, I am satisfied with the consumer goods E-Purchase I have done in the past with mean value 3.82 are also influencing the online review consensus on Consumer Goods e-Purchase Satisfaction along with I consider only those reviews which can be compared with each other mean value 3.76 and Consensus among reviews is only logical when they have been written by verified buyers mean value 3.70 and at the same time Mixed reviews are considered more reliable than only good reviews and only bad reviews mean value 3.67 and My information search is not over until I get enough consensus of reviews with mean value 3.62 does not significantly influence the online review consensus on Consumer Goods e-Purchase Satisfaction. Tables 3, 4 and 5 shows the relationship of the 8 independent variables and �My purchase is influenced by E-WOM�.
Table 3
MODEL SUMMARYModelRR SquareAdjusted R SquareStd. Error of the Estimate10.932a0.8690.8660.32864a. Predictors: (Constant) and Independent variables Multiple regressions were applied to find out the impact of different variables on overall satisfaction of the employees. Table 3 presents the model summary, the overall R is 0.932 and R square is 0.869 which means that the model explains around 86 % of the variation. 
Table 4
ANOVAaModelSum of SquaresdfMean SquareFSig.1Regression228.520828.565264.4850.000bResidual34.4533190.108Total262.973327a. Dependent Variable: e-WOM (Electronic Word of Mouth)b. Predictors: (Constant) and Independent Variables Table 4 presents the value of ANOVA and F value. The value in the significance column of the Table 4 is .000 which means that one or more variables significantly affect the overall satisfaction. The impact of independent variables on overall satisfaction has been explained in the Table 5. 
Table 5
COEFFICIENTSAModelUnstandardized CoefficientsStandardized CoefficientstSig.BStd. ErrorBeta1(Constant)0.5580.3111.7930.074Review consensus depends upon purpose of purchasing the product-0.2360.046-0.182-5.1000.000Mixed reviews are considered more reliable than only good reviews and only bad reviews-0.0430.029-0.047-1.4940.136I consider only those reviews which can be compared with each other -0.2350.037-0.159-6.4150.000Consensus among reviews is only logical when they have been written by verified buyers -0.0960.036-0.088-2.6980.007Extended reviews are always better for review consensus 0.2270.0290.2697.9210.000If I find positive reviews, even if there is a consensus, I consider them to be biased 0.2940.0420.2726.9250.000Higher review consensus can only be achieved when we explore multiple sources of reviews0.8640.0380.89323.0140.000My information search is not over until I get enough consensus of reviews-0.0140.029-0.012-0.4840.628a. Dependent Variable: e-WOM (Electronic Word of Mouth)Table 5 shows that out of 8 variables, 6 variables namely Review consensus depends upon purpose of purchasing the product, I consider them to be biased, My information search is not over until I get enough consensus of reviews, Consensus among reviews is only logical when they have been written by verified buyers, Extended reviews are always better for review consensus, If I find positive reviews, even if there is a consensus, I consider them to be biased. Higher review consensus can only be achieved when we explore multiple sources of reviews. My information search is not over until I get enough consensus of reviews significantly affect the e-WOM and on the other hand variable Mixed reviews are considered more reliable than only good reviews and only bad reviews and I am satisfied with the consumer goods E-Purchase I have done in the past has no significant on e-WOM. The 3 tables below i.e. 6, 7 and 8 shows the relationship of the 8 independent variables and �I am satisfied with the consumer goods E-Purchase I have done in the past�.
Table 6
MODEL SUMMARYModelRR SquareAdjusted R SquareStd. Error of the Estimate10.816a0.6660.6570.48139a. Predictors: (Constant) and Independent variablesMultiple regressions were applied to find out the impact of different variables on overall satisfaction of the employees. Table 6 presents the model summary, the overall R is 0.816 and R square is 0.666 which means that the model explains around 66 % of the variation. 
 
Table 7
ANOVAaModelSum of SquaresDfMean SquareFSig.1Regression147.147818.39379.3720.000bResidual73.9233190.232Total221.070327a. Dependent Variable: E-Purchase Satisfaction for consumer goodsb. Predictors: (Constant) and Independent VariablesTable 7 presents the value of ANOVA and F value. The value in the significance column of the Table 7 is .000 which means that one or more variables significantly affect the overall satisfaction. The impact of independent variables on overall satisfaction has been explained in the Table 8. 
Table 8
COEFFICIENTSAModelUnstandardized CoefficientsStandardized CoefficientstSig.BStd. ErrorBeta1(Constant)-1.4330.455-3.1460.002Review consensus depends upon purpose of purchasing the product0.2060.0680.1733.0400.003Mixed reviews are considered more reliable than only good reviews and only bad reviews-0.0100.042-0.011-0.2260.821I consider only those reviews which can be compared with each other 0.0670.0540.0491.2460.214Consensus among reviews is only logical when they have been written by verified buyers 0.2910.0520.2905.5520.000Extended reviews are always better for review consensus 0.0950.0420.1232.2630.024If I find positive reviews, even if there is a consensus, I consider them to be biased 0.3590.0620.3635.7780.000Higher review consensus can only be achieved when we explore multiple sources of reviews0.2110.0550.2383.8350.000My information search is not over until I get enough consensus of reviews0.0330.0430.0310.7690.442a. Dependent Variable: E-Purchase Satisfaction for consumer goodsTable 8 shows that out of 8 variables, 5 variables namely Review consensus depends upon purpose of purchasing the product, Extended reviews are always better for review consensus, If I find positive reviews, even if there is a consensus, I consider them to be biased, Higher review consensus can only be achieved when we explore multiple sources of reviews, Consensus among reviews is only logical when they have been written by verified buyers and My information search is not over until I get enough consensus of reviews significantly affect the satisfaction level of consumer�s Goods e-purchase and on the other hand variables like Mixed reviews are considered more reliable than only good reviews and only bad reviews and  I consider only those reviews which can be compared with each other and My purchase is influenced by E-WOM have no significant on the satisfaction level of consumer�s Goods e-purchase.
DISCUSSION
Effect of Technology on e-WOM: The new motivations of consumer are shaped by latest media technology to disseminate e-WOM with the help of mobile social networking sites. Yan et al. (2018) found that the emotional, affective and cognitive responses of the consumer are significantly influenced by the mobile electronic word of mouth. These responses significantly influence the behavioural responses of the customer. Consumer based brand equity fad a great mediation effect betwixt mobile e-WOM and the response of the consumer. According to Sulthana & Vasantha (2019) the intention of the purchase of the user is influenced by the e-WOM which was made at social networking sites by anonymous, family and friends. The unpaid user who shares e-WOM using these technologies is the organic promoters. The one who uses Social networking sites had a great trust on the reviews and they use those referrals as information. The contents which are generated by the users are shares electronically on the social sites. The information which is shared is conveyed with the help of e-WOM. 
Effect of Education on e-WOM: According to Choi & Scott (2013) millions of users are attracted by social networking sites that are interacting with others and the companies as well. However, there are studies that had analysed the influence of knowledge which are shared via electronic word of mouth on social networking sites. The relation between social networking sites, users� social capital, sharing of knowledge and e-WOM is investigated, which shows that trust and identification shares a positive relation with the level of use of Social Networking Sites which in return positively affects the quality of e-WOM. Moreover, the sharing of knowledge is positively affected by the quality of e-WOM. The female users had a great feeling about the sharing of knowledge when they think that quality of e-WOM is good. A relation�s theoretical framework is established between electronic word of mouth and sharing of knowledge on the social networking sites. Consumers are motivated to establish long term relation with the brands and the business when they are more involved with the social media for building up more and more e-WOM.
Effect of Credibility on e-WOM: The credibility of e-WOM is the level to which an individual thinks that the recommendations are good enough to be believed, true and factual. The matter of the credibility assessment highlighted the recommendations or reviews which are available online, and having no trust on the person or a company. It is found that e- loyalty and e-purchasing is positively and significantly influenced by the electronic word of mouth. Additionally, the credibility of information, quality of information, and usefulness of information powers the relationship betwixt e-WOM and e- loyalty. The initial level is important in the information conversion procedure is the judgement of the receiver for the information credibility; this therefore tells that what an individual learns from the information which is coming and how much he adopts it. Thus, when the public think that the information which is coming is credible, then they will start adopting the e-WOM comments more confidently and started utilizing them for their purchase making decisions. The relation among information credibility and adoption are demonstrated in many studies. Receiver�s perceived information credibility positively affected the willingness to accept the information of a website. Park et al. (2011) a structure of e-WOM is developed which includes susceptibility of the customer to interpersonal influence, using knowledge of electronic word of mouth, perceived e-WOM credibility, and e-WOM effects. It is seen that using experience of e-WOM, perceived e-WOM credibility and the e-WOM effects is influenced by susceptibility of the customer to interpersonal influence and perceived e-WOM credibility and e-WOM effects is influenced by using experience of e-WOM and e-WOM effects are influenced by perceived e-WOM credibility.
Effect of Trust on e-WOM: Electronic WOM allows the customers to share their experiences related to a product or services whether it is a positive or a negative experience. On the basis of their experiences, these customers are able to recommend other customers. In e-commerce business, the better recommendations are able to generate higher trust. Hair et al. (2010) when the consumers get a recommendation about the experiences of the people at the time of their e-commerce transactions, then the consumer�s trust level on the website and the seller is affected. This is due to the fact that the recommendations are coming from the consumer who had already had the experience of that particular product or the service. All the recommendations which are mentioned are in general the recommendations which were positive. Therefore, it is very important to get to know that the e-WOM which is received is working on the trust or not.  
Effect of Marketing on e-WOM: Naz (2014) studied that the impact of the e-WOM on advertising is aroused because of the social networking sites, where people are able to see the people�s comment that had already done the shopping from those places. They are able to judge that whether that particular shopping will be effective for them or not. Now, because of the loyalty of the customers, the marketers are also becoming aware of the choice of the people and they are trying to improve their quality. Single or limited reviews fail to give a complete picture to the e-WOM, hence to enable customers to make an appropriate decision multiple number of reviews with similarity among them are required.  At present, e-WOM is supposed to be a good aspect in the field of marketing. This is the tool which is diversely used by the marketers so as to convey the information to the perspective customers that are there on the internet everywhere, from advertisements to opinion on blogs or forums Hung & Li (2007).
Effect of Internationalization and Extroversion of SMEs on e-WOM: The challenges of internationalization which were faced by the companies are not one of the major concerns these days for the multinational companies. Now it is the reality for the big firms and small plus enterprises which are medium sized (SMEs) to take part in the international market. Companies and the employee are rewarded for their participation. There are so many factors like difference in culture, tradition of the company, venture capital, goods and competitors on which the entry in the market and the success of the SMEs depends. This latest era of internationalization is positively affected by the evolution of information and the technology of communication Dutot et al. (2014). There is no significant influence of the extroversion of recipients� characteristics on e-WOM diffusion intention.
Effect of Commercial Reputation�on e-WOM: Park & Lee (2009) found that for the negative e-WOM the effect of e-WOM is more in comparison to the positive e-WOM, it is more for the websites that are established in comparison to those that are not well established, and it is also greater for the products that are already used by someone than for the goods that is searched. This shows the relation in the reputation of the websites and the electronic word of mouth. The influence of the reputation of the website on the e-WOM effect is more on the experienced goods as compared to the search goods.
Effect of Governmental policies on e-WOM: O�Connor (2010) found that publicity of the tourism as one of the sections of the destination image-formation procedure cannot be stand alone. It is dependent on each other with so many information sources that are available in addition to the conventional word of mouth and e-WOM. Instead of having so many electronic sources that are having the content that is generated by the users and are popular in the travellers also, they are not considered so much to be credible as non-commercial a government-sponsored tourism websites.
CONCLUSION
It was found from the study that the variables such as extended reviews are always better for review consensus, If I find positive reviews, even if there is a consensus, I consider them to be biased and Higher review consensus can only be achieved when we explore multiple sources of reviews are the most significant with respect to the buyers interaction towards reviews. However at the same time purchase is influenced by E-WOM, Review consensus depends upon purpose of purchasing the product, I am satisfied with the consumer goods E-Purchase I have done in the past have also been found important. e-WOM affects the consumer purchase behaviour, however the satisfaction of purchase of goods and e-WOM itself depends largely consensus of reviews. Through this study it is found that variables namely Review consensus depends upon purpose of purchasing the product, I consider them to be biased, My information search is not over until I get enough consensus of reviews, Consensus among reviews is only logical when they have been written by verified buyers, Extended reviews are always better for review consensus, If I find positive reviews, even if there is a consensus, I consider them to be biased. Higher review consensus can only be achieved when we explore multiple sources of reviews. My information search is not over until I get enough consensus of reviews significantly affect the e-WOM Review consensus depends upon purpose of purchasing the product, Extended reviews are always better for review consensus, If I find positive reviews, even if there is a consensus, I consider them to be biased, Higher review consensus can only be achieved when we explore multiple sources of reviews, Consensus among reviews is only logical when they have been written by verified buyers and My information search is not over until I get enough consensus of reviews significantly affect the satisfaction level of consumer�s Goods e-purchase. In creating a good and better image of the company and its brand, the important part is played by the positive e-WOM. The positive e-WOM also increases the purchase intension of the customer and at the same time it also reduces the promotional expenditure. In the Vietnam context, where users of internet and the ones who are shopping online are increasing day by day, it is the recommendation to the marketers that they should focus on the electronic word of mouth (e-WOM) which can work as the effective tool of marketing that can affect the image of the brand, competitiveness, and success in the long term.  Kala & Chaubey (2018) found that brand image has the significant affect of electronic word of mouth (e-WOM) and the brand image play the mediating role between the e-WOM and the intention of the purchase. According to Chu et al. (2011) it is very important to understand the role of electronic word of mouth in the sites of social networking since the customers are able to reach the audience all over the world very quickly and easily. Particularly, social capital, tie strength, trust, and interpersonal influence were analysed as the potential analysts of the communication of electronic word of mouth in the social channels that are available online. It is seen from the results that cultures of the nation are playing as the significant factor by which consumer�s engagement in e-WOM in social networking sites in both the countries are affected. In the online environment the social relations are determined by the culture. 
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Academy of Marketing Studies Journal	       Volume 24, Issue 1, 2020

		 PAGE   \* MERGEFORMAT 13	             1528-2678-24-1-267




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