The Impact of Digital Word-of-Mouth Communication on Consumer Decision-Making Processes: With Special Reference to Fashion Apparel Industry

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Author(s): Sabyasachi Dasgupta (O. P. Jindal Global University, India)and Reema Kothari (Genesis Burson Marstella, India)
Copyright: 2018
Pages: 23
Source title: Holistic Approaches to Brand Culture and Communication Across Industries
Source Author(s)/Editor(s): Sabyasachi Dasgupta (O.P. Jindal Global University, India), Santosh Kumar Biswal (Symbiosis International University, India)and M. Anil Ramesh (Siva Sivani Institute of Management, India)
DOI: 10.4018/978-1-5225-3150-0.ch010

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

This chapter throws light on the impact of digital word-of-mouth on consumer decision making process. The background review for this study elaborates on the growing popularity of social networking sites among users and the necessity for a brand to connect to its existing as well as prospective customers via fashion bloggers and not just through brand owned pages and posts or online ads. Users trust and rely on these fashion bloggers and influencers for their day-to-day intake latest trends, upcoming styles, new brands, and new product offerings. The aim of this research is to find out which is most popular online platform for browsing fashion apparel content and to what extent does digital word-of-mouth impact consumer decision making.

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The Impact of Digital Word-of-Mouth Communication on Consumer Decision-Making Processes: With Special Reference to Fashion Apparel Industry

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