Online users are inclined to create and share product information to assist others in their decision-making process. Social media users often rely on eWOM to gather information about products or services before making a purchase. To investigate the impact of eWOM on the purchase intentions of consumer durable items, a study was conducted among 100 consumers in Pune. The study aimed to assess how trust in user reviews and recommendations on the internet influence purchase intentions. It was found that eWOM, particularly when shared through social media, exerts a positive influence on purchase intentions. Additionally, the study revealed that brand awareness and trust play crucial roles in shaping consumers' purchase intentions. The growing popularity of eWOM and its influence on purchase intentions highlight the importance of online user-generated content in shaping consumer behavior. Brands and marketers need to recognize the significance of eWOM and actively engage with consumers through social media platforms to build brand awareness, foster trust, and positively impact consumers' purchase intentions. Online users tend to produce and distribute product information to help others make decisions. Before making a purchase, social media users frequently rely on eWOM to learn more about items or services. A study was done among 100 consumers in Pune to examine the effect of eWOM on the intentions to purchase consumer durable goods. The purpose of the study was to determine how online user reviews and recommendations affected participants' intentions to make a purchase. It was discovered that eWOM influences purchasing intentions favourably, especially when it is spread via social media. The survey also showed that trust and brand awareness are important factors in determining consumers' purchasing intentions. The increasing use of eWOM and its impact on consumers' desire to buy underscore the significance of online usergenerated content in influencing consumer behaviour. To increase brand awareness, create consumer trust, and have a positive impact on customers' purchase intentions, brands and marketers need to understand the importance of eWOM and actively engage with consumers through social media platforms.