Delineating the antecedents of electronic word-of-mouth-seeking intentions on social media: the case of the Saudi Arabian fashion industry (YouTube vloggers)

Al Nefaie, M 2018, Delineating the antecedents of electronic word-of-mouth-seeking intentions on social media: the case of the Saudi Arabian fashion industry (YouTube vloggers), Doctor of Philosophy (PhD), Graduate School of Business and Law, RMIT University.


Document type: Thesis
Collection: Theses

Attached Files
Name Description MIMEType Size
Al_Nefaie.pdf Thesis application/pdf 3.87MB
Title Delineating the antecedents of electronic word-of-mouth-seeking intentions on social media: the case of the Saudi Arabian fashion industry (YouTube vloggers)
Author(s) Al Nefaie, M
Year 2018
Abstract Electronic word-of-mouth (eWOM) delivered by vloggers on social media sites (SMSs) has a more powerful influence on consumer product decisions than traditional advertisements. Nevertheless, using SMSs to stimulate vloggers use of eWOMs efficiently remains challenging. Researchers and managers need a more in-depth understanding of the individual factors that influence SMS users’ seeker intentions. There is a dearth of literature examining the impact of cultural and social elements and the visual evidence (videos) on YouTube. Existing studies suggest that Saudi females represent the largest group of fashion vloggers and eWOM seekers on YouTube fashion channels. Therefore, this study aims to investigate the factors that influence Saudi female eWOM-seeking intentions on vlogger fashion YouTube channels. This study uses the theory of utilitarian and hedonic motivations to explore factors related to the social and cultural elements that influence eWOM-seeking intentions by adopting a two-phase mixed method approach.

First, the study implements a qualitative observation ‘netnography’ method to monitor 300 users’ comments on YouTube videos reviewing the fashion industry in Saudi Arabia. The findings of the netnography, in conjunction with findings from literature review, were used to develop a conceptual framework. The conceptual framework includes utilitarian motivations evidence from convenience, availability of information and utilitarian purchase intention. Hedonic motivations were generated through trend discovery, socialising, hedonic purchase intention and innate qualities. Secondly, an online questionnaire tests the relations among variables in the study’s conceptual framework. The data was collected in January and February 2017. A total of 210 usable responses were received. The data were analysed using a partial least squares analysis.

The results indicate user purchase intentions prompted by utilitarian motivations had the most influence on eWOM-seeking intentions. Although trend discovery is determined in the netnographic study, the quantitative results show trend discovery as not being statistically significant in relation to hedonic motivation. Saudi females don’t see religion or language as a priority in endorsing vloggers. This study presents an eWOM-seeking intention framework to help managers design digital marketing strategies based on their target societies and SMSs. Managers should pay more attention to utilitarian motivational aspects. Future research could apply the framework used in this study to other industries and other social media users.
Degree Doctor of Philosophy (PhD)
Institution RMIT University
School, Department or Centre Graduate School of Business and Law
Subjects Business and Management not elsewhere classified
Keyword(s) social media
seeking intentions
fashion industry
Saudi Arabia
vlogger
YouTube
electronic word-of-mouth
utilitarian and hedonic motivations
Versions
Version Filter Type
Access Statistics: 113 Abstract Views, 56 File Downloads  -  Detailed Statistics
Created: Wed, 26 Sep 2018, 16:37:13 EST by Keely Chapman
© 2014 RMIT Research Repository • Powered by Fez SoftwareContact us