The Influence of Electronic Word-of-Mouth (eWOM) on Brand Involvement and Brand Awareness in the Fashion Sector

Abstract

The fashion industry has evolved from a manufacturing-oriented sector into a platform for expressing lifestyle and cultural identity, where emotional resonance and symbolic value are central to consumer engagement. In the era of digital transformation, electronic word-of-mouth (eWOM) has emerged as a decisive factor shaping brand perception and behavioral responses. This study investigates how different dimensions of eWOM namely volume, credibility, valence, and source influence affect brand involvement and brand awareness within the fashion sector. Using data from 300 valid respondents, analyzed through structural equation modeling (SEM), the results reveal that all three dimensions volume, credibility, and valence significantly influence brand involvement, with valence emerging as the strongest predictor. In contrast, source influence shows no significant effect, indicating that message content exerts greater persuasive power than the communicator’s characteristics. Moreover, the relationship between brand involvement and brand awareness is found to be insignificant, suggesting that emotional engagement does not automatically translate into stronger brand recall. These findings extend the Stimulus–Organism–Response (S–O–R) framework by clarifying both the cognitive and affective mechanisms through which eWOM shapes consumer responses. From a managerial perspective, the study highlights the importance of emotionally charged and credible content, authentic peer reviews, and culturally resonant storytelling as strategies to enhance brand recognition and consumer connection in the digital fashion landscape.