Tongyuan Yang

Profile

Thesis supervisors

• Dr. Karolos Papadas
• Dr. Ariadne Kapetanaki

Thesis Title

eWOM and Purchase Intention: The moderating role of perceived source credibility in Fashion Industry.

Biography

Biography

Msc in Marketing, Queen Mary University of London, UK
BSc in Business Management, University Of Surrey, UK
BSc in Business Management, Dongbei University of Finance and Economics, China

Research

Research Topic

eWOM and Purchase Intention: The moderating role of source credibility in Fashion Industry.

Research interests

The positive outcomes of corporate social responsibility (CSR) include improved brand image, increased consumer satisfaction, increased sales and augmentation of market value. Through their engagement in CSR, organizations do not merely expect better consumer attitudes but build strong relationships. Arguably, nowadays, ethicality attracts increasing attention in both business practices and Internet usage.

At the same time, brands have been increasingly depending upon digital platforms to communicate their activities. The advent of social media has changed the way companies communicate with consumers. Social media gives consumers a channel to learn about companies and at the same time share their views and interact with brands. Therefore, marketers have begun to explore the potential of using social media influencers for advertising as the interactive nature of social media can boost the efficacy of brand communication with consumers. Hence, comments from social media influencers have come to be useful in sharing brand CSR engagement and creating positive product attitudes among their target audiences. In this context, my primary research aims to investigate the role of eWOM in shaping green purchase intentions, while considering the moderating effects of CSR and influencer.

The research aims to contribute to a deeper understanding of the factors that encourage or hinder consumers from making sustainable choices in the fashion industry, shedding light on the critical role of communication, credibility, and social influence.

Publications

Conference Presentations

Yang, T. (2023). The Effect of e-WOM on Purchasing Intention of Fashion Brands: The Moderating Role of CSR. The 24th Academy of Marketing Science World Marketing Congress (AMSWMC) 2023, Kent Business School, UK