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The intertwining of traditional and electronic word-of-mouth in building the credibility of local fashion brands
In ascertaining the credibility of a brand, the source of relevant information is important, and choosing appropriate sources is a difficult task. Without a doubt, this has been complicated by the rise of the internet, which has changed the way people share information with each other, prompting a shift from the traditional word-of-mouth (WOM) to electronic word-of-mouth (e-WOM). Many consumers, especially millennials, utilise social media not only as their primary source of information but also to disseminate information to such an extent that traditional WOM now receives less attention. This article will explore the significance of WOM and e-WOM as credible means of building the credibility of local fashion brands. Using an explanatory sequential design and mixed methods approach, it combines qualitative, quantitative and digital netnography to collect data about both traditional and electronic WOM. It finds that local fashion brands in Indonesia engage actively with their consumers through online and offline channels, using both traditional and electronic WOM to increase their credibility.
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Ina Nur Ratriyana is a lecturer in the Communication Science Department at Atma Jaya University. Her research interests include local brands, digital marketing and youth studies. She has several years’ experience as a marketer in multinational fast-moving consumer goods companies. She obtained her master’s degree at Universitas Gadjah Mada and Kemmy Business School, University of Limerick, and is a Certified Digital Marketing Professional through the American Academy of Project Management.