IJMB Journal – Abstracts

International Journal of Management and Business

IJMB Volume VIII, Issue 2


Netnographic study of Visual Electronic Word-of-Mouth on YouTube: Business Collaboration Between Tourism Firms and Saudi Arabian Female Fashion Bloggers

Majdah ALNefaie1*, Shahadat Khan2, Siva Multhaly3

1Ph.D. Candidate (corresponding Author), 2Senior Lecturer
12Royal Melbourne Institute of Technology, Australia
3Dean, Faculty of Business & Management Asia Pacific University of Technology & Innovation (APU.)
E-mail: Majdah ALNefaieSiva Multhaly


YouTube is a Social Media Site (SMS) presenting a different form of consumer-to- consumer communications that is known as visual electronic-word-of-mouth (eWOM) in the form of videos to other social media users about products or service. Consumers’ interactions on social media sites (SMSs) such as YouTube have created a phenomenon called fashion bloggers that refers to individuals who review fashion products on their SMSs (Mimoun, Garnier and Depledt 2015). This new phenomenon has created a new business collaboration between the fashion firms and tourism firms (Cantallops and Salvi 2014, Mimoun, Garnier and Depledt 2015). Fashion firms invited bloggers from other countries to review their products through bloggers’ SMSs (Riquelme & Saeid, 2014). The fashion firm collaborates with tourism companies to take the bloggers tour around the cities and landmarks while bloggers are visiting the fashion firm (Azariah 2016, Wang et al. 2016). Accordingly, fashion bloggers give recommendations about the countries on their SMSs.

Keywords: Social Media Sites, Electronic World of Mouth, Motivations, Fashion Bloggers, Fashion industry, Tourism, Saudi Arabia

Click for full manuscript (PDF) or back to Volume 8-2, Table of Content.