Article
Word on the street: Apparel-related critical incidents leading to eWOM and channel behaviour among millennial and Gen Z consumers
Journal of Consumer Marketing
(2024)
Abstract
Purpose
The purpose of this study is to investigate characteristics of apparel-related critical incidents that motivate both Generation Z and Y consumers to share electronic word-of-mouth (eWOM) via specific online channels.
Design/methodology/approach
The current research used an exploratory mixed-methods approach.
Findings
Qualitative findings of critical incidents revealed that the main situations that led to the spread of eWOM involved new purchases (49%), product quality (21%), pricing and promotions (19%), complaints (9%) and brand content (48%). Participants were motivated to spread information about the critical incidents by a desire to connect with friends and family (83%), help others (37%), influence others (48%) and express brand loyalty (32%). Quantitative results indicated significant relationships between critical incidents, motivations and eWOM channel choice.
Research limitations/implications
This study has theoretical implications for apparel researchers attempting to gain insight into critical incidents that motivate consumers to engage in eWOM on specific channels in a positive or negative manner.
Practical implications
These findings are important for marketers as it appears that brand content does an efficient job at driving engagement on SM; marketers need to increase efforts to engage with consumers via feedback on websites, as this is an opportunity to counteract negative experiences and retain consumers’ loyalty.
Originality/value
To the best of the authors’ knowledge, the current research is the first to extend theories of communication and motivation to connect critical incidents with situational intrinsic and extrinsic motivations for spreading eWOM via online channels for Millennial and Generation Z consumers.
Keywords
- eWOM,
- critical incidents,
- Millennial,
- GenZ,
- Self-Determination Theory,
- Apparel
Disciplines
Publication Date
Spring March 1, 2024
DOI
https://doi.org/10.1108/JCM-02-2022-5213
Citation Information
Amy Dorie and David Loranger. "Word on the street: Apparel-related critical incidents leading to eWOM and channel behaviour among millennial and Gen Z consumers" Journal of Consumer Marketing (2024) ISSN: 0736-3761 Available at: http://works.bepress.com/david-loranger/33/