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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.
I am a Doctoral Candidate, currently pursuing a fully funded master's in research Degree at Kingston University London. I am researching on the topic of Visual eWoM and its influence on consumer purchase intentions in the context of luxury brands.
I have completed my master's degree in Strategic Marketing from Imperial College London and was recognised in the Dean's list for three consecutive years at Kingston University.
I have also worked as Head of Creative at an independent film production firm in the U.K. Apart from this, I am actively involved in extra-curricular activities on and off campus.