Processing .....please wait.. 
The article has been forwarded.... 
Impact of Online Conversation on Purchase Behaviour
By siliconindia
Fremont: Many surveys have proved that word-of-mouth advertising is the best form of marketing for a firm. With the increase in the number of social networking sites, it seems that the word-of-mouth has brought online conversations also within its belt. The youth today spends more time online than talking in person. That is why online conversations have added an extra edge to the purchase behaviour.
According to a survey conducted by McKinsey, consumers are always in an intention to purchase things. Most of the times we find ourselves making list on what to buy next, and while chatting with our peers, we get updated on the latest trends, which further drives the purchase intentions. Though the lists are made based on past experiences, its how the customer evaluates the companies, that his or her purchase behaviour is determined. The post purchase intentions put into motion the next rounds of purchase.
A "Dude I bought a Rolex, it is so awesome", or a wall post by your peer on his or her latest buy, is what might you also to think about a Rolex. A positive feedback by your peers is of grave importance when it comes to buy things that you are not that knowledgeable about. About 83 percent of the consumers tend to change their decisions based on a positive feedback by any of their trusted buddies. Many times companies try to over-advertise their products as he wow product, without putting to thoughts that a negative feedback about their product in the market may put all that toiling to back burner.
The customer is in touch with your company even when he or she is not buying your products. So it is of utmost importance that the companies should make sure that people can talk about your product throughout all the touch points. Since the consumer needs to be convinced to make a purchase, many companies end up focusing on pre-purchase, but they tend to forget that unless the post-purchase phase is not good, they won't return to you. Given consumers are talking about your product all the time, it is a missed opportunity f your products are not talked about once the purchase s made. Companies should map the entire consumer experience and try to go to levels where their competitors lose focus on. If every touch point is worth conversing about, then your company is going on the right track; else you are losing out on your customers.
