Today, online consumers play an important role in the field of marketing. The word of mouth spread by them through online mode helps the marketers in understanding the consumer behaviour. Marketers rely on the information provided by the consumers in the form of online reviews or comments. The purpose of this article is to analyse the online reviews using Nvivo and to validate the scale used for measuring electronic word of mouth. The data were collected from 420 online consumers from Jammu city, who consider online reviews before purchasing. Both qualitative and quantitative techniques, such as NVivo and Exploratory Factor Analysis (EFA), were used. The research showed that the secondary data collected from Amazon India website in the form of online reviews matched the scale that was considered by the researchers from extant literature. The study thus helped in validating the scale for measuring electronic word of mouth communication. This research is of its kind that has been done in India. The present study may be used by the marketers for measuring the electronic word of mouth communication that would further help them in understanding consumer behaviour and, ultimately, knowing about the present and future needs of online consumers.

Content, e-Tailing, intensity, online reviews, positive and negative valence

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