How Opinion Leaders Persuade Consumers: Fashion Opinion Leaders' Narrative Strategies for Creating eWOM on Social Media

  • Shuang Zhou

Student thesis: Phd


This research takes a marketing communication perspective to identify fashion opinion leaders' narrative strategies to create eWOM messages concerning luxury brands on Chinese social media and evaluate the value of these strategies for cultivating eWOM marketing campaigns in a Chinese context, including the capabilities of these strategies to break cultural barriers, balance commercial-personal tension in fashion opinion leaders' eWOM messages, and mitigate consumers' negative perceptions of sponsorship disclosure.
Date of Award31 Dec 2019
Original languageEnglish
Awarding Institution
  • The University of Manchester
SupervisorLiz Barnes (Supervisor), Helen Mccormick (Supervisor) & Marta Blazquez Cano (Supervisor)


  • eWOM
  • luxury marketing
  • social media marketing
  • fashion opinion leaders
  • narrative strategy

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