Declaration of Originality & Authorship of the work By submitting this piece of work I am declaring that: 1. It is my own work; 2. I or any other person has not previously submitted this work in any other context or for any other purpose. 3. All ideas and views incorporated in the work are my own except as otherwise indicated by in-text citations which citations declare the origins of the ideas reported. PART-A: Call for bids / proposals to conduct a Knowledg

Declaration of Originality & Authorship of the work By submitting this piece of work I am declaring that: 1. It is my own work; 2. I or any other person has not previously submitted this work in any other context or for any other purpose. 3. All ideas and views incorporated in the work are my own except as otherwise indicated by in-text citations which citations declare the origins of the ideas reported. PART-A: Call for bids / proposals to conduct a Knowledge Transfer project 1.0 Title of Project A critical analysis to observe the influence of electronic word of mouth communication on the purchase decision, a case study of Travelodge Hotel, UK. 2.0 Terms of Reference 2.1 Purpose: The purpose of the study is to establish the relationship between electronic word of mouth (eWOM) communication and purchase decision of consumers. Moreover, the secondary purpose is to recognise positive comments for the product and after that identify negative comments to improve trust of the consumer. Finally, identify the barriers of eWOM communication. Therefore, purpose of this research is investigating the impact of eWOM on the purchase decision of consumers to meet their needs and expectations. 2.2 Methods: It is important to use effective research methods and techniques for get best output from the research. This is a qualitative research to identify influence of eWOM in making purchase decision. Both primary and secondary data will be collected to achieve research objectives. Primary data will be collected from Travelodge Hotel while secondary data will be collected from social networks, books and different journals and after that present by text, graph and tables according to the objectives. 2.3 Expected Outcomes: As influence of eWOM can be positive and negative, therefore, expected outcomes will be brand loyalty, purchase decision and recommendation if there is negative influence. However, result of the study will be compare to find the difference between positive and negative comments. The difference will be considered for recommendation and further study. So, the expected outcome will develop a relationship with customers to influence their purchase decisions through taking care of their response by eWOM.