The Effect of Social EWOM on Consumers’ Behaviour Patterns in the Fashion Sector

Donata Tania Vergura, Beatrice Luceri and Cristina Zerbini
Additional contact information
Donata Tania Vergura: University of Parma
Beatrice Luceri: University of Parma
Cristina Zerbini: University of Parma

Chapter Chapter 10 in The Art of Digital Marketing for Fashion and Luxury Brands, 2021, pp 221-242 from Springer

Abstract: Abstract The study described in this chapter aimed to enhance knowledge on the influence of electronic word of mouth (eWOM) on consumers’ decision-making processes. eWOM emerged as a key driver in consumers’ decision-making processes given its greater impact on purchasing decisions compared to other communication channels. Specifically, the study focused on the reviews of fashion products on social networks (SNs) and built on the stimulus-organism-response (S-O-R) model in order to identify the determinants of social eWOM adoption and intention to buy the reviewed product. The survey method was used to gather data from 230 Italian consumers. Structural equation modelling was used to estimate the model proposed. Results revealed that when consumers seek information on fashion products, the user-friendliness of SNs and social cues (homophily and normative social influence) positively impact social eWOM (opinion-seeking), which in turn influences the intention to purchase the reviewed products. The study contributes both theoretically and empirically to the understanding of the role of social eWOM in influencing consumer behaviour. At the theoretical level, it supports the adequacy of the S-O-R model for explaining the consumer decision-making process in the context of social eWOM. From a managerial perspective, the findings highlight the importance of taking into consideration both structural (accessibility) and social relationship variables while developing social media marketing strategies.

Keywords: EWOM; Social networks; Fashion products; Consumers’ decision-making process; Stimulus-organism-response (S-O-R) model (search for similar items in EconPapers)
Date: 2021
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-70324-0_10

Ordering information: This item can be ordered from
http://www.springer.com/9783030703240

DOI: 10.1007/978-3-030-70324-0_10

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().