Global symbolic-value orientation and positive electronic word of mouth towards local fashion brands

Abstract

This study examined the effects of global symbolic-value orientation, subjective knowledge and attitude on positive electronic word of mouth (eWOM) towards local brands in the fashion product domain. The study examined these links in two separate groups: young consumers and mature consumers. Also, the study draws on cultural identity theory and eWOM concept. Data was collected through an online survey in Indonesia. The study raised three popular local brands, of which respondents were asked to evaluate just one. For each brand, a separate questionnaire link was made available to respondents for two consecutive weeks. The results reveal that although both groups have a strong orientation towards global culture symbolism, neither group is demotivated from engaging in positive eWOM about local brands. Indeed, both groups seem to live simultaneously in global and local culture. These results suggest that social media use and symbolic consumption behaviour differ across the two groups.