MUMBAI, India, July 24 -- Intellectual Property India has published a patent application (202611059899 A) filed by Dr. Bhuwan Gupta; Dr. Kumaran. A; Dr. P. Kalai Selvi; Dr. Priya J; Dr. Priyadarshini N; Dr. Kirti Sharma; Mr. Rohit Koul; and Dr. R. Koushik on May 11, 2026, for Consumer Psychology In The Digital Age: E-Wom (word Of Mouth) Effects On Gen Z’s Purchase Choices.

Inventors include Dr. Bhuwan Gupta; Dr. Kumaran. A; Dr. P. Kalai Selvi; Dr. Priya J; Dr. Priyadarshini N; Dr. Kirti Sharma; Mr. Rohit Koul; and Dr. R. Koushik.

The application for the patent was published on July 17, 2026, under issue no. 29/2026.

Abstract: Consumer Psychology in the Digital Age: E-WOM (Word of Mouth) Effects on Gen Z’s Purchase Choices ABSTRACT The invention explores the influence of Electronic Word of Mouth (E-WOM) on Generation Z's purchasing decisions in the digital age. As digital natives, Generation Z relies heavily on online platforms such as social media, influencer endorsements, and peer reviews for product information and recommendations. This invention delves into the psychological factors driving Gen Z's trust in E-WOM, emphasizing authenticity, credibility, and peer influence as key determinants of their purchasing behavior. Unlike traditional advertising, which is often viewed with skepticism, E-WOM offers a more genuine, relatable form of content that aligns with Gen Z’s values and preferences. By examining psychological mechanisms like social proof, trust, and reciprocity, this invention highlights how Gen Z interacts with digital content and how these interactions shape their consumer choices. The findings suggest that businesses can optimize their marketing strategies by leveraging E-WOM to create authentic, peer-driven campaigns that resonate with this influential cohort. In particular, building relationships with influencers, encouraging user-generated content, and fostering a sense of community are critical for driving engagement and sales among Gen Z consumers. Ultimately, this invention provides valuable insights into the evolving dynamics of consumer behavior in the digital age, with a focus on the impact of E-WOM on Generation Z.

Disclaimer: Curated by HT Syndication.