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eWOM: The Rise of the Opinion Leaders

In: Social Commerce

Author

Listed:
  • Shuang Zhou

    (University of Manchester)

  • Helen McCormick

    (University of Manchester)

  • Marta Blazquez

    (University of Manchester)

  • Liz Barnes

    (University of Manchester)

Abstract

This chapter provides a conceptual overview of electronic word-of-mouth (eWOM) and the rise of opinion leaders within the fashion context. This chapter discusses characteristics of fashion opinion leaders and their importance for eWOM marketing. By introducing products within a private and personal context, fashion opinion leaders’ eWOM messages have become a useful marketing channel for brands. As such, this chapter shows that social media has offered a democratisation of fashion opinion leadership from traditional gatekeepers to social media influencers, who emerge in each socio-economic group and influence the adoption, diffusion, and consumption of fashion.

Suggested Citation

  • Shuang Zhou & Helen McCormick & Marta Blazquez & Liz Barnes, 2019. "eWOM: The Rise of the Opinion Leaders," Springer Books, in: Rosy Boardman & Marta Blazquez & Claudia E. Henninger & Daniella Ryding (ed.), Social Commerce, chapter 11, pages 189-212, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-03617-1_11
    DOI: 10.1007/978-3-030-03617-1_11
    as

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