This book re-evaluates the diffusion and positioning of fashion and luxury brands following the impact and disruption … exploring the importance of digital transformation and discussing the benefits and challenges it has created for the fashion … is understanding the impacts of emerging computer-mediated marketing environments (CMMEs) on the fashion industry …

. It also identifies the major factors influencing the electronic word of mouth to buy fashion products. A survey was … influencing purchase intention of fashion brands. The findings also confirm the role of homophily, trustworthiness, expertness …, informational influence and high fashion involvement as major factors influencing electronic word of mouth. Findings from the study …