Impact of word-of-mouth marketing on the decision making of the consumers eager on joining dating sites

The paper illustrates the impact and credibility of the reference groups and online word-of-mouth referral marketing process to influence the behaviour of new consumers in terms of their decision making process to join online dating sites. Through the overall analysis, it can be seen that widespread negative reviews can hugely affect the brand reputation of these dating sites, which subsequently cause distraction, and loss of potential visitors and users of the services.

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