Mr Aditya Tandon

Research project: 'An investigation on the influence of Visual Word of Mouth on Consumer Purchase Intentions in Luxury Brands'

Abstract

The research focuses on the influence of visual electronic-word-of-mouth on consumer purchase  intentions in luxury brands. Currently, there is abundant literature available on traditional word-of mouth marketing communications as well as electronic-word-of-mouth. These studies have  focused on the influence WOM and e-WOM have on consumer purchase intentions in different  industries and sectors. However, e-WOM primarily has two sub-sets, verbal and visual  communications. While several studies have discussed the impact of textual and verbal  elements, there is scanty research on visual eWOM. 

This study aims to explore the influence and emergence of visual communications through social  media sites (SMSs'). With exponential growth in the use of social media and brands integrating it  in their strategy showcases the importance visual eWOM has on consumers as well as brands.  Platforms such as Pinterest, Instagram and other primarily visual platforms have made  consumers connect with brands like never before and aim to leverage positive impacts on brands  success in customer engagement, acquisition and brand loyalty. 

The sector for the research is luxury brands. The industry that has attracted all the generations is  now using social media platforms to further connect with current, potential and future customers.  This is imperative to create a community for the brand and engage with consumers allowing  them to have a multi-mode interaction. 

In this research, there will be a collection of literature from existing journals as well as both  quantitative and qualitative data will be used. A mixed approach will help in robust research and  findings that will make this study impactful and useful for industry experts. The data collected will  ensure it has specific criteria and that specific tools are used in the process. 

From this research, certain objectives will be achieved that include understanding the role of  visual eWOM in branding strategy in the luxury brands sector and there will be emphasis on the  role social media sites play in the same. Furthermore, the study will focus on the impact visual  eWOM has on consumer decision-making.