The Impact of Word-of-Mouth Marketing on Purchase Decisions in the Hair Care Industry: A Study in Aba, Abia State

This research examines the impact of word-of-mouth (WOM) marketing on purchase decisions in the hair care industry, with specific reference to consumers in Aba, Abia State, South East Nigeria. Aba is a notable commercial hub recognised for its indigenous manufacturing base, including a vibrant locally produced hair care sector. In this context, traditional WOM and its digital equivalent, electronic word-of-mouth (eWOM), play significant roles in shaping consumer choices. The study employs a cross-sectional survey design, with 270 respondents selected from major markets and beauty supply stores in Aba through systematic random sampling. A validated questionnaire measures WOM dimensions including source credibility, message valence, and frequency, as well as purchase decision outcomes. Data are analysed using Pearson correlation and multiple regression. The study also evaluates whether brand familiarity moderates the WOM-purchase decision link. Preliminary findings indicate that recommendations from trusted peers significantly outperform commercial advertising in influencing hair care purchases. eWOM from social media beauty communities is found to play an increasingly important role, particularly for younger female consumers. The study adds empirical grounding to word-of-mouth theory in the context of South East Nigerian consumer markets and provides actionable recommendations for local hair care producers and brand managers seeking to harness referral-based marketing strategies. Keywords: word-of-mouth, purchase decisions, hair care, Aba, eWOM