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2021 | OriginalPaper | Chapter

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

Authors : Donata Tania Vergura, Beatrice Luceri, Cristina Zerbini

Published in: The Art of Digital Marketing for Fashion and Luxury Brands

Publisher: Springer International Publishing

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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.
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Metadata
Title
The Effect of Social EWOM on Consumers’ Behaviour Patterns in the Fashion Sector
Authors
Donata Tania Vergura
Beatrice Luceri
Cristina Zerbini
Copyright Year
2021
DOI
https://doi.org/10.1007/978-3-030-70324-0_10