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Effect of eWOM on consumers purchasing decision making process

Written by Mohamad Alkhalil

Paper category

Master Thesis


Business Administration>Management




Master Thesis: Research Questions, Purposes and Contributions Given the established research gaps, the role of luxury fashion brands in consumer self-concept is unclear. Therefore, the purpose of this article is to study the role of luxury brands in consumer self-concept by considering the fashion background. The goal of this article will be achieved through the guidance of the following two identified research questions: §How do young consumers relate to their self-concepts when consuming luxury fashion brands? §How does the consumption of luxury fashion brands affect consumers' self-concepts? Based on theoretical insights, some research gaps have been identified. First, when studying brand consumption, the self-concept theory is regarded as the "real self" from only one angle (Sirgy, 1982). The papers of Sirgy (1982) and Aguirre-Rodriguez et al. (2012) emphasized how to view the individual's self-concept from a multi-dimensional perspective. When investigating brand consumption, researchers seem to ignore the different dimensions of consumer self-concept, so they did not provide a deeper analysis of how this consumption practice relates to and contributes to personal self-concept (Berthon et al., 2009 ; Dubois & Duquesne, 1993; Giovannini et al., 2015; Miller & Mills, 2012. According to Berthon et al. (2009), understanding the role of luxury brands and defining their attributes as functions will provide an understanding of their characteristics accordingly. Fashion The choice of context is not only out of interest, but also based on the fact that although the market for luxury fashion brands is surpassing other types of markets (Miller & Mills, 2012), from a qualitative data point of view, this field It has not yet been fully analyzed (Berthon et al., 2009; Dubois and Duquesne, 1993. Therefore, this study will try to contribute knowledge to the self-concept theory by considering the different dimensions of “self” (Aguirre-Rodriguez et al., 2012 ; Sirgy 1982). Therefore, the current paper will provide a deeper understanding of how luxury fashion brands are related to consumers’ self-concepts. This will be conducted through semi-structured interviews with young consumers aged 24-30 Qualitative method to achieve. In order to meet the research criteria, the author will provide an understanding of how to achieve the goal in the following subsections to explain and prove the method of this article. 3.3 Data collection method In order to collect the data used in this article, in-depth interviews are considered to be a suitable qualitative method. According to Bryman & Bell (2011), qualitative methods are sensitive, interactive and direct in nature. As the author of this article, I hope to have a deep understanding of the personal perception and experience of consuming luxury fashion brands. The qualitative method of using in-depth interviews to examine the above aspects is considered to be the most suitable method for this article (Bryman & Bell, 2011; Yin, 2009). Because in-depth interviews can be constructed in different ways (Bryman & Bell, 2011), this study will conduct semi-structured interviews to collect the empirical results of this article. For example, semi-structured interviews create open dialogues where the interviewee is free to talk about the topic, and then the interviewer is allowed to ask follow-up questions. This is important if the research aims to gain insight into the research topic. Problem (Bryman & Bell, 2011). Semi-structured interviews are conducted through the use of interview guidelines, which are designed to help identify issues related to the topics used in the literature review section. The interview guide helps the author of this article summarize the subject areas reflected in the literature that the author hopes to understand. Ask the question to be non-instructive and sufficient to stimulate the respondent to provide answers. In the end, due to the tendency of factual answers, the author of this article is cautious about forming the "why" question. These types of problems may cause a sense of prejudgment and defensive reaction (Thompson et al., 1989), so the author is more focused on dealing with problems beginning with "how" and "what" in order to achieve the purpose of this article (Yin, 2009) ). 3.3.1 Sampling Since the research focuses on the role of luxury fashion brands in the self-concept of young Swedish consumers, it is necessary to collect data from major sources (Bryman & Bell, 2011), including those who consume luxury brands in the context of fashion. Interviewee. According to Hackley (2003), research sampling should not be based on random sampling, but should be based on theoretical or systematic information. Based on one of the research gaps, Giovannini et al. (2015) Read Less