eWOM: The Rise of the Opinion Leaders

Shuang Zhou (), Helen McCormick (), Marta Blazquez () and Liz Barnes ()
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Shuang Zhou: University of Manchester
Helen McCormick: University of Manchester
Marta Blazquez: University of Manchester
Liz Barnes: University of Manchester

Chapter 11 in Social Commerce, 2019, pp 189-212 from Springer

Abstract: Abstract This chapter provides a conceptual overview of electronic word-of-mouth (eWOM) and the rise of opinion leaders within the fashion context. This chapter discusses characteristics of fashion opinion leaders and their importance for eWOM marketing. By introducing products within a private and personal context, fashion opinion leaders’ eWOM messages have become a useful marketing channel for brands. As such, this chapter shows that social media has offered a democratisation of fashion opinion leadership from traditional gatekeepers to social media influencers, who emerge in each socio-economic group and influence the adoption, diffusion, and consumption of fashion.

Keywords: eWOM; Opinion leaders; Fashion; Influence (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-03617-1_11

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DOI: 10.1007/978-3-030-03617-1_11

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