Word of Mouth in Digital Business

Abstract

The purpose of this study is to determine changes in information technology marked by the presence of social media that changed the process of delivering information. WOM is usually limited to conventional and now many are switching to e-WOM through social media Instagram. This research was conducted using a qualitative descriptive method that aims to determine the effect produced by Electronic Word of Mouth on the company's brand image. The result shows that that social media helps businessman to promote their services and products using celebrity to convey the messages related to products or services.