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

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

Sabyasachi Dasgupta, Reema Kothari
Copyright: © 2018 |Pages: 23
ISBN13: 9781522531500|ISBN10: 1522531505|EISBN13: 9781522531517
DOI: 10.4018/978-1-5225-3150-0.ch010
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MLA

Dasgupta, Sabyasachi, and Reema Kothari. "The Impact of Digital Word-of-Mouth Communication on Consumer Decision-Making Processes: With Special Reference to Fashion Apparel Industry." Holistic Approaches to Brand Culture and Communication Across Industries, edited by Sabyasachi Dasgupta, et al., IGI Global, 2018, pp. 176-198. https://doi.org/10.4018/978-1-5225-3150-0.ch010

APA

Dasgupta, S. & Kothari, R. (2018). The Impact of Digital Word-of-Mouth Communication on Consumer Decision-Making Processes: With Special Reference to Fashion Apparel Industry. In S. Dasgupta, S. Biswal, & M. Ramesh (Eds.), Holistic Approaches to Brand Culture and Communication Across Industries (pp. 176-198). IGI Global. https://doi.org/10.4018/978-1-5225-3150-0.ch010

Chicago

Dasgupta, Sabyasachi, and Reema Kothari. "The Impact of Digital Word-of-Mouth Communication on Consumer Decision-Making Processes: With Special Reference to Fashion Apparel Industry." In Holistic Approaches to Brand Culture and Communication Across Industries, edited by Sabyasachi Dasgupta, Santosh Kumar Biswal, and M. Anil Ramesh, 176-198. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-3150-0.ch010

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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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