Stimulating WOM and Raising Purchase Intent for Green Fashion Through Brand Experience

In global markets increasingly driven by customer reviews and recommendations, stimulating positive Word of Mouth (WOM) as part of corporate marketing activities has become a prerequisite for product success. Consequently, marketers must gain a better understanding of how beneficial WOM can be triggered and enhanced through targeted brand experiences, which allow companies to plan, implement and control the contact between user and product more effectively, as well as raise purchase intent. The article sheds light on this issue for the case of the green market, by analyzing a large-scale product testing campaign (N = 959) for a green fashion brand and investigating the effects of eco-opinion leaders' communication with potential users. In reference to its findings, a structural equation model will be developed to illustrate the effects of a pre-launch product testing as trigger for WOM. A supporting framework for the optimization of WOM results shall be introduced in conclusion, discussing how to utilize trusted brand ambassadors and green conversation triggers to achieve viral penetration, while at the same time controlling risks of negative WOM. Keywords: Word of Mouth (WOM), green brands, opinion leaders, viral promotion, launch strategy, purchase intent