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

Analysis of fashion consumers’ motives to engage in electronic word-of-mouth communication through social media platforms
Analysis of fashion consumers’ motives to engage in electronic word-of-mouth communication through social media platforms
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.
0019-8501
Wolny, Julia
53e69720-02a6-4d91-9655-dbedf29e69dd
Mueller, Claudia
462a61ee-8135-43d5-9a52-fd777a0e8c04
Wolny, Julia
53e69720-02a6-4d91-9655-dbedf29e69dd
Mueller, Claudia
462a61ee-8135-43d5-9a52-fd777a0e8c04

Wolny, Julia and Mueller, Claudia (2013) Analysis of fashion consumers’ motives to engage in electronic word-of-mouth communication through social media platforms. Industrial Marketing Management. (doi:10.1080/0267257X.2013.778324).

Record type: Article

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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More information

Published date: 20 May 2013
Organisations: Centre for Relational Leadership & Change, Southampton Business School

Identifiers

Local EPrints ID: 353483
URI: https://eprints.soton.ac.uk/id/eprint/353483
ISSN: 0019-8501
PURE UUID: 86d15a1d-3e57-4c28-9e9c-be8fb770a02d
ORCID for Julia Wolny: ORCID iD orcid.org/0000-0002-5929-8927

Catalogue record

Date deposited: 10 Jun 2013 10:48
Last modified: 06 Jun 2018 12:30

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