Skip to main content
SpringerLink
Log in

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

  • Chapter
  • First Online:
The Art of Digital Marketing for Fashion and Luxury Brands

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.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 139.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 179.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 179.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Similar content being viewed by others

References

  • Abubakar, A. M., Ilkan, M., Al-Tal, R. M., & Eluwole, K. K. (2017). eWOM, revisit intention, destination trust and gender. Journal of Hospitality and Tourism Management,31, 220–227.

    Article  Google Scholar 

  • Ahuvia, A. C. (2005). Beyond the extended self: Loved objects and consumers’ identity narratives. Journal of Consumer Research,32(6), 171–184.

    Article  Google Scholar 

  • Alhidari, A., Iyer, P., & Paswan, A. (2015). Personal level antecedents of eWOM and purchase intention on social networking sites. Journal of Customer Behaviour,14(2), 107–125.

    Article  Google Scholar 

  • Altuna, O. K., Siğirci, Ö., & Arslan, F. M. (2013). Segmenting women fashion magazine readers based on reasons of buying, fashion involvement and age: A study in the Turkish market. Journal of Global Fashion Marketing,4(3), 175–192.

    Article  Google Scholar 

  • Ananda, A. S., Hernández-García, Á., Acquila-Natale, E., & Lamberti, L. (2019). What makes fashion consumers “click”? Generation of eWoM engagement in social media. Asia Pacific Journal of Marketing and Logistics, 31(2), 398–418.

    Google Scholar 

  • Arndt J. (1967). Word of mouth advertising: A review of the literature. Advertising research foundation.

    Google Scholar 

  • Azar, S. L., Machado, J. C., Vacas-de-Carvalho, L., & Mendes, A. (2016). Motivations to interact with brands on Facebook-towards a typology of consumer–brand interactions. Journal of Brand Management,23(2), 153–178.

    Article  Google Scholar 

  • Bagozzi, R. P. (1986). Principles of marketing management. Science Research Associates.

    Google Scholar 

  • Bagozzi, R. P., & Heatherton, T. F. (1994). A general approach to representing multifaceted personality constructs: Application to state selfesteem. Structural Equation Modeling: A Multidisciplinary Journal,1(1), 35–67.

    Article  Google Scholar 

  • Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science,27(2), 184–206.

    Article  Google Scholar 

  • Bambauer-Sachse, S., & Mangold, S. (2011). Brand equity dilution through negative online word-of-mouth communication. Journal of Retailing and Consumer Services,18(1), 38–45.

    Article  Google Scholar 

  • Bearden, W. O., Netemeyer, R. G., & Teel, J. E. (1989). Measurement of consumer susceptibility to interpersonal influence. Journal of Consumer Research,15(4), 473–481.

    Article  Google Scholar 

  • Bulut, Z. A., & Karabulut, A. N. (2018). Examining the role of two aspects of eWOM in online repurchase intention: An integrated trust–loyalty perspective. Journal of Consumer Behaviour,17(4), 407–417.

    Article  Google Scholar 

  • Casaló, L., Flavian, C., & Guinaliu, M. (2007). The impact of participation in virtual brand communities on consumer trust and loyalty: The case of free software. Online Information Review,31(6), 775–792.

    Article  Google Scholar 

  • Chae, H., & Ko, E. (2016). Customer social participation in the social networking services and its impact upon the customer equity of global fashion brands. Journal of Business Research,69(9), 3804–3812.

    Article  Google Scholar 

  • Chang, H. J., Eckman, M., & Yan, R. N. (2011). Application of the Stimulus-Organism-Response model to the retail environment: The role of hedonic motivation in impulse buying behaviour. The International Review of Retail, Distribution and Consumer Research,21(3), 233–249.

    Article  Google Scholar 

  • Chang, S. E., Liu, A. Y., & Shen, W. C. (2017). User trust in social networking services: A comparison of Facebook and LinkedIn. Computers in Human Behavior,69, 207–217.

    Article  Google Scholar 

  • Chebat, J., & Michon, R. (2003). Impact of ambient odors on mall shoppers’ emotions, cognition and spending: A test of competitive causal theories. Journal of Business Research,56(7), 529–539.

    Article  Google Scholar 

  • Cheung C. M. K., & Thadani D. R. (2010). The state of electronic word-of-mouth research: A literature analysis—Paper 151. PACIS 2010, pp. 1580–1587.

    Google Scholar 

  • Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising,30(1), 47–75.

    Article  Google Scholar 

  • Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika,16(3), 297–334.

    Article  Google Scholar 

  • Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly,13(3), 319–340.

    Article  Google Scholar 

  • Deutsch, M., & Gerard, H. B. (1955). A study of normative and informational influence upon individual judgment. Journal of Abnormal and Social Psychology,51(3), 629–636.

    Article  Google Scholar 

  • Doh, S. J., & Hwang, J. S. (2009). How consumers evaluate eWOM (electronic word-of-mouth) messages. Cyber Psychology & Behavior,12(2), 193–197.

    Article  Google Scholar 

  • Donovan, R. J., & Rositer, J. R. (1982). Store atmosphere: An environmental psychology approach. Journal of Retailing,58(1), 34–57.

    Google Scholar 

  • Easley, D., & Kleinberg, J. (2010), Networks, crowds, and markets: Reasoning about a highly connected world. Cambridge University Press.

    Google Scholar 

  • Emir, A., Halim, H., Hedre, A., Abdullah, D., Azmi, A., & Kamal, S. B. M. (2016). Factors influencing online hotel booking intention: A conceptual framework from stimulus-organism-response perspective. International Academic Research Journal of Business and Technology,2(2), 129–134.

    Google Scholar 

  • Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior,61, 47–55.

    Article  Google Scholar 

  • Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2001). Atmospheric qualities of online retailing: A conceptual model and implications. Journal of Business Research,54(2), 177–184.

    Article  Google Scholar 

  • Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology & Marketing,20(2), 139–150.

    Article  Google Scholar 

  • Fang, Y. H. (2014). Beyond the credibility of electronic word of mouth: Exploring eWOM adoption on social networking sites from affective and curiosity perspectives. International Journal of Electronic Commerce,18(3), 67–102.

    Article  Google Scholar 

  • Fiore, A. M. (2002). Effects of experiential pleasure from a catalogue environment on approach responses toward fashion apparel. Journal of Fashion Marketing and Management: an International Journal,6(2), 122–133.

    Article  Google Scholar 

  • Flynn, L. R., Goldsmith, R. E., & Eastman, J. K. (1996). Opinion leaders and opinion seekers: Two new measurement scales. Journal of the Academy of Marketing Science,24(2), 137–147.

    Article  Google Scholar 

  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research,18(1), 39–50.

    Article  Google Scholar 

  • Frow, P., & Payne, A. (2007). Towards the ‘perfect’ customer experience. Journal of Brand Management,15(2), 89–101.

    Article  Google Scholar 

  • Glover, S., & Benbasat, I. (2010). A comprehensive model of perceived risk of e-commerce transactions. International Journal of Electronic Commerce,15(2), 47–78.

    Article  Google Scholar 

  • Goh, K. Y., Heng, C. S., & Lin, Z. (2013). Social media brand community and consumer behavior: Quantifying the relative impact of user- and marketer-generated content. Information Systems Research,24(1), 88–107.

    Article  Google Scholar 

  • Goldsmith, R. E., & Horovitz, D. (2006). Measuring motivations for online opinion seeking. Marketing Science,23(4), 545–560.

    Google Scholar 

  • Gu, B., Park, J., & Konana, P. (2012). Research note-the impact of external word-of-mouth sources on retailer sales of high-involvement products. Information Systems Research,23(1), 182–196.

    Article  Google Scholar 

  • Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Customer engagement in a Facebook brand community. Management Research Review,35(9), 857–877.

    Article  Google Scholar 

  • Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing,18(1), 38–52.

    Article  Google Scholar 

  • Hennig-Thurau, T., Wiertz, C., & Feldhaus, F. (2015). Does Twitter matter? The impact of microblogging word of mouth on consumers’ adoption of new movies. Journal of the Academy of Marketing Science,43(3), 375–394.

    Article  Google Scholar 

  • Hornik, J., Satchi, R. S., Cesareo, L., & Pastore, A. (2015). Information dissemination via electronic word-of-mouth: Good news travels fast, bad news travels faster! Computers in Human Behavior,45, 273–280.

    Article  Google Scholar 

  • Hu, Y., & Kim, H. J. (2018). Positive and negative eWOM motivations and hotel customers’ eWOM behavior: Does personality matter? International Journal of Hospitality Management,75, 27–37.

    Article  Google Scholar 

  • Huang, M., Cai, F., Tsang, A. S. L., & Zhou, N. (2011). Making your online voice loud: The critical role of WOM information. European Journal of Marketing,45(7/8), 1277–1297.

    Article  Google Scholar 

  • Islam, J. U., & Rahman, Z. (2017). The impact of online brand community characteristics on customer engagement: An application of Stimulus-Organism-Response paradigm. Telematics and Informatics,34(4), 96–109.

    Article  Google Scholar 

  • Kamboj, S., Sarmah, B., Gupta, S., & Dwivedi, Y. (2018). Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response. International Journal of Information Management,39, 169–185.

    Article  Google Scholar 

  • Kang, K., & Sohaib, O. (2015). Individual level culture influence on online consumer iTrust aspects towards purchase intention across cultures: A SOR model. International Journal of Electronic Business,12(2), 141–161.

    Google Scholar 

  • Kietzmann, J., & Canhoto, A. (2013). Bittersweet! Understanding and managing electronic word of mouth. Journal of Public Affairs,13(2), 146–159.

    Article  Google Scholar 

  • Kim, J., & Lennon, S. J. (2013). Effects of reputation and website quality on online consumers’ emotion, perceived risk and purchase intention: Based on the stimulus-organism-response model. Journal of Research in Interactive Marketing,7(1), 33–56.

    Article  Google Scholar 

  • Kim, S., Kandampully, J., & Bilgihan, A. (2018). The influence of eWOM communications: An application of online social network framework. Computers in Human Behavior,80, 243–254.

    Article  Google Scholar 

  • King, R. A., Racherla, P., & Bush, V. D. (2014). What we know and don’t know about online word-of-mouth: A review and synthesis of the literature. Journal of Interactive Marketing,28(3), 167–183.

    Article  Google Scholar 

  • Kusumasondjaja, S. (2015). Information quality, homophily, and risk propensity: Consumer responses to online hotel reviews. Journal of Economic, Business and Accountancy Ventura,18(2), 241–252.

    Article  Google Scholar 

  • Lee, D., Kim, H. S., & Kim, J. K. (2012). The role of self-construal in consumers’ electronic word of mouth (eWOM) in social networking sites: A social cognitive approach. Computers in Human Behavior,28(3), 1054–1062.

    Article  Google Scholar 

  • Lin, T. M. Y., Lu, K., & Wu, J. (2012). The effects of visual information in eWOM communication. Journal of Research in Interactive Marketing,6(1), 7–26.

    Article  Google Scholar 

  • López, M., & Sicilia, M. (2014). eWOM as source of influence: The impact of participation in eWOM and perceived source trustworthiness on decision making. Journal of Interactive Advertising,14(2), 86–97.

    Article  Google Scholar 

  • Mainolfi, G., & Vergura, D. T. (2019). The role of fashion blogger credibility, homophily and engagement on followers’ intentions to buy fashion products: Results of a binational study. In Proceedings of the Global Fashion Management Conference, Paris, 11–14 July 2019.

    Google Scholar 

  • Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.

    Google Scholar 

  • Mikalef, P., Giannakos, M., & Adamantia, P. (2013). Shopping and word-of-mouth intentions on social media. Journal of Theoretical and Applied Electronic Commerce Research,8(1), 17–34.

    Article  Google Scholar 

  • Mollen, A., & Wilson, H. (2010). Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research,63(9), 919–925.

    Article  Google Scholar 

  • Ozuem, W., Howell, K. E., & Lancaster, G. (2008). Communicating in the new interactive marketspace. European Journal of Marketing,42(9–10), 1059–1083.

    Article  Google Scholar 

  • Ozuem, W., Patel, A., Howell, K. E., & Lancaster, G. (2017). An exploration of customers’ response to online service recovery initiatives. International Journal of Market Research,59(1), 97–116.

    Google Scholar 

  • Ozuem, W., Thomas, T., & Lancaster, G. (2016). The influence of customer loyalty on small island economies: an empirical and exploratory study. Journal of Strategic Marketing,24(6), 447–469.

    Article  Google Scholar 

  • Qiao, L., Song, M., & Wang, N. (2019). Virtual brand community experience, identification, and electronic word-of-mouth. Journal of Computer Information Systems, 1–14.

    Google Scholar 

  • Reimer, T., & Benkenstein, M. (2016). Altruistic eWOM marketing: More than an alternative to monetary incentives. Journal of Retailing and Consumer Services,31, 323–333.

    Article  Google Scholar 

  • Rogers, E. M., & Bhowmik, D. K. (1970). Homophily–heterophily: Relational concepts for communication research. Public Opinion Quarterly,34(4), 523–538.

    Article  Google Scholar 

  • Rose, S., Clark, M., Samouel, P., & Hair, N. (2012). Online customer experience in e-retailing: An empirical model of antecedents and outcomes. Journal of Retailing,88(2), 308–322.

    Article  Google Scholar 

  • Satorra, A., & Bentler, P. M. (1994). Corrections to test statistics and standard errors in covariance structural analysis. In A. Von Eye & C. C. Clogg (Eds.) Latent variables analysis: Applications for developmental research (pp. 399–419). Sage.

    Google Scholar 

  • See-To, E. W., & Ho, K. K. (2014). Value co-creation and purchase intention in social network sites: The role of electronic Word-of-Mouth and trust—A theoretical analysis. Computers in Human Behavior,31, 182–189.

    Article  Google Scholar 

  • Steenkamp, J. E. M., & Van Trijp, H. C. M. (1991). The use of LISREL in validating marketing constructs. International Journal of Research in Marketing,8(4), 283–299.

    Article  Google Scholar 

  • Sun, T., Seounmi, Y., Guohua, W., & Mana, K. (2006). Online word-of-mouth (or mouse): An exploration of its antecedents and consequences. Journal of Computer-Mediated Communication,11, 1104–1127.

    Article  Google Scholar 

  • Taylor, D. G., Lewin, J. E., & Strutton, D. (2011). Friends, fans, and followers: Do ads work on social networks? How gender and age shape receptivity. Journal of Advertising Research,51(1), 258–275.

    Article  Google Scholar 

  • Torres, J. A. S., Moro, M. L. S., & Irurita, A. A. (2018). Impact of gender on the acceptance of electronic word-of-mouth (eWOM) information in Spain. Contaduría Y Administración,63(4), 1–19.

    Google Scholar 

  • Vahdati, H., & Mousavi Nejad, S. H. (2016). Brand personality toward customer purchase intention: The intermediate role of electronic word-of-mouth and brand equity. Asian Academy of Management Journal,21(2), 1–26.

    Article  Google Scholar 

  • Wolny, J., & Mueller, C. (2013). Analysis of fashion consumers’ motives to engage in electronic word-of-mouth communication through social media platforms. Journal of Marketing Management,29(5–6), 562–583.

    Article  Google Scholar 

  • Yan, X., Shah, A. M., Zhai, L., Khan, S., & Shah, S. A. A. (2018). Impact of mobile electronic word of mouth (EWOM) on consumers purchase intentions in the fast-causal restaurant industry in Indonesia. In Proceedings of the 51st Hawaii International Conference on System Sciences.

    Google Scholar 

  • Yang, K., Li, X., Kim, H., & Kim, Y. H. (2015). Social shopping website quality attributes increasing consumer participation, positive eWOM, and co-shopping: The reciprocating role of participation. Journal of Retailing and Consumer Services,24, 1–9.

    Article  Google Scholar 

  • Yen, C. L. A., & Tang, C. H. H. (2019). The effects of hotel attribute performance on electronic word-of-mouth (eWOM) behaviors. International Journal of Hospitality Management,76, 9–18.

    Article  Google Scholar 

  • Zhang, H., Lu, Y., Gupta, S., & Zhao, L. (2014). What motivates customers to participate in social commerce? The impact of technological environments and virtual customer experiences. Information & Management,51(8), 1017–1030.

    Article  Google Scholar 

  • Zhu, L., Li, H., Wang, F. K., He, W., & Tian, Z. (2020). How online reviews affect purchase intention: A new model based on the stimulus-organism-response (SOR) framework. Aslib Journal of Information Management.

    Google Scholar 

Recommended Further Reading

  • Batra, R., Homer, P. M., & Kahle, L. R. (2001). Values, susceptibility to normative influence, and attribute importance weights: A nomological analysis. Journal of Consumer Psychology,11(2), 115–128.

    Article  Google Scholar 

  • Kudeshia, C., & Kumar, A. (2017). Social eWOM: Does it affect the brand attitude and purchase intention of brands? Management Research Review,40(3), 310–330.

    Article  Google Scholar 

  • Lee, E. J., & Shin, S. Y. (2014). When do consumers buy online product reviews? Effects of review quality, product type, and reviewer’s photo. Computers in Human Behavior,31(1), 356–366.

    Article  Google Scholar 

  • Park, D. H., Lee, J., & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International Journal of Electronic Commerce,11(4), 125–148.

    Article  Google Scholar 

  • Zainal, N. T. A., Harun, A., & Lily, J. (2017). Examining the mediating effect of attitude towards electronic words-of mouth (eWOM) on the relation between the trust in eWOM source and intention to follow eWOM among Malaysian travellers. Asia Pacific Management Review,22(1), 35–44.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. University of Parma, Parma, Italy

    Donata Tania Vergura, Beatrice Luceri & Cristina Zerbini

Authors
  1. Donata Tania Vergura
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Beatrice Luceri
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Cristina Zerbini
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. Institute of Business, Industry and Leadership, University of Cumbria, Lancaster, UK

    Wilson Ozuem

  2. Department of Economics and Business, University of Florence, Florence, Italy

    Silvia Ranfagni

Rights and permissions

Reprints and permissions

Copyright information

© 2021 The Author(s), under exclusive license to Springer Nature Switzerland AG

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Vergura, D.T., Luceri, B., Zerbini, C. (2021). The Effect of Social EWOM on Consumers’ Behaviour Patterns in the Fashion Sector. In: Ozuem, W., Ranfagni, S. (eds) The Art of Digital Marketing for Fashion and Luxury Brands. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-70324-0_10

Download citation

Publish with us

Policies and ethics

Search

Navigation