Article2013

Analysis of fashion consumers’ motives to engage in electronic word-of-mouth communication through social media platforms

300 citations0/0 files storedJournal of Marketing Management

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Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification Consumer Perception and Purchasing Behavior

Abstract

The purpose of this paper is to analyse consumers' interactions with fashion brands on social networking sites, focusing on consumers' motives for engaging in electronic word-of-mouth (eWOM) communication.Existing WOM motivation frameworks are expanded to include context-specific fashion and brand variables that influence consumers to engage in eWOM on Facebook and Twitter. Subsequently, the motives are incorporated into an extended Theory of Reasoned Action (TRA) model. The study demonstrates that high brand commitment and fashion involvement motivate people to engage in talking about and interacting with fashion brands. Furthermore, those who are motivated by product involvement or have a high need for social interaction engage more frequently in fashion brand-related eWOM than those that are not motivated by those factors.

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References

2000Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being.1980Understanding Attitudes and Predicting Social Behavior 2025Advances in Consumer Research 1979Review of Psychometric theory (2nd ed.).1985Measuring the Involvement Construct 2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?2003The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms 1983Advances in Consumer Research

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2018Influence of e-WOM engagement on consumer purchase intention in social commerce 2016Determinants of negative word-of-mouth communication using social networking sites 2015Engaging consumers online through websites and social media: A gender study of Italian Generation Y clothing consumers 2021The influence of social media eWOM information on purchase intention 2020A meta-analysis of the factors affecting eWOM providing behaviour

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