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

@article{Wolny2013AnalysisOF,
  title={Analysis of fashion consumers’ motives to engage in electronic word-of-mouth communication through social media platforms},
  author={Julia Wolny and C. Mueller},
  journal={Journal of Marketing Management},
  year={2013},
  volume={29},
  pages={562 - 583}
}
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… Expand
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