Nabudol? Nagpabudol?

In a study conducted by Marañon & Ortega (2022), it was found that electronic word of mouth and online communities do not exert significant influence on the consumers’ attitudes; however, both have been reported to influence the consumers’ subjective norms toward a buying intention. From this, the researchers of the study gathered that ‘budol’ purchases are more cultural, as it provides consumers with a sense of belonging and influence. As has been reported, electronic word of mouth does not immediately trigger a consumer’s intent to purchase, as consumers willingly join and engage in online communities to consult insights and recommendations from others.