Abstract
The research focuses upon finding the role of Word of Mouth on Consumer Buying Behavior. Consumers have to make a decision for buying a particular product and for that they have to go through a certain process and WOM plays a vital role in making that decision for them. The study examines the role of word-of-mouth dimensions i.e., perceived usefulness of WOM, attitude towards the WOM and past experiences. The researchers used simple random sampling to select the respondents. The researchers used survey mechanism is used to collect the data. Researcher selected a population sample of 440 students. People belonging to different departments from the entire university were chosen for conducting the research. The researchers used regression analysis to test the hypothesis of current research. According to the results of this study, all aspects of word-of-mouth have a significant impact on customer buying behaviour. More precisely, perceived usefulness influences online customer purchasing behaviour significantly. Additionally, customer attitude has a significant impact on consumer purchasing behaviour. In conclusion, the data demonstrated that prior customer experience has a considerable impact on online consumer characteristics and consumer purchasing behaviour.