Research title :

THE INFLUENCE OF ELECTRONIC WORD-OF-MOUTH

COMMUNICATION ON YOUNG CUSTOMERS’ ONLINE
SHOP BEHAVIOUR: A CASE STUDY OF SHEIN AND
TIKTOK.
By

Hanadi Abdelnasir Salim Al Ali (H00427279)

Applied media

Sharjah Women's College , Higher college of technology

Supervisor

Main Supervisor: Maha Abdalla AlBlooshi (H00470016)

Date: Spring 2023

 1. Abstract

This research investigates the influence of Electronic Word-of-Mouth (EWOM) on young

consumers' online shopping behaviors, with a focus on TikTok and SHEIN. Utilizing an
interpretive approach and inductive methodology, the study explores the psychological and social
elements driving consumer engagement with EWOM.

Through content analysis of TikTok reviews, the study identifies key themes related to emotional
connection, financial considerations, SHEIN's role as a lifestyle influencer, and the impact of
social validation and peer influence.

Despite insightful findings, limitations include an exclusive focus on TikTok and reliance on
publicly available comments. The study acknowledges potential biases in user-generated content
and temporal constraints affecting findings' generalizability.

This research contributes to bridging literature gaps, offering theoretical and practical insights for
businesses navigating the dynamic landscape of electronic commerce. It provides a detailed
understanding of EWOM dynamics on TikTok and sets the groundwork for future research on
diverse platforms.
 2. Table of Contents
1. ABSTRACT.............................................................................................................................................. 2

3. INTRODUCTION..................................................................................................................................... 4

4. RESEARCH AIM AND OBJECTIVE...................................................................................................... 4

5. LITERATURE REVIEW.......................................................................................................................... 5

5.1 INTRODUCTION............................................................................................................................................5
5.2 DEFINITIONS................................................................................................................................................5
5.3 ONLINE SHOPPING.......................................................................................................................................7
5.4 USER-GENERATED TRUST...........................................................................................................................9
5.5 DECODING DIGITAL REVIEWS.....................................................................................................................9
5.6 EMOTIONAL BONDS IN THE DIGITAL ERA...................................................................................................9
5.7 EWOM AND DECISION-MAKING................................................................................................................10
5.8 EMPOWERING ENGAGEMENT.....................................................................................................................10
5.9 CONCLUSION............................................................................................................................................. 10

6. THEORETICAL FRAMEWORK........................................................................................................... 11

6.1 INTRODUCTION..........................................................................................................................................11
6.2 SOCIAL IDENTITY THEORY........................................................................................................................11
6.3 TWO-STEP FLOW.......................................................................................................................................12

7. METHODOLOGY.................................................................................................................................. 13

8. FINDING AND ANALYSIS.................................................................................................................... 13

8.1 EMOTIONAL CONNECTION AND URGENCY................................................................................................13

8.2 FINANCIAL CONSIDERATIONS AND SHOPPING BEHAVIOR.........................................................................14
8.3 SHEIN AS A LIFESTYLE AND IDENTITY....................................................................................................16
8.4 SOCIAL VALIDATION AND PEER INFLUENCE.............................................................................................17
8.5 CONCLUSION.............................................................................................................................................18

9. STUDY LIMITATION............................................................................................................................ 19
10. REFERENCES.................................................................................................................................... 20

11. APPENDICES..................................................................................................................................... 23
 3. Introduction

Due to the fact that the digital age has ushered in a new era of connection and information

sharing, and customers are no longer only rely on conventional marketing channels to direct their

purchase decisions. People, particularly the younger generation, are turning to internet platforms

in order to seek the guidance of other individuals, online groups, and influential individuals

(hidvégi and kelemen-erdős, 2016). The power of electronic word-of-mouth communication

(EWOM) to influence the tastes and perceptions of customers has grown significantly in recent

years. Conversations on social media platforms, online reviews, and other forms of customer

connection via digital platforms are included (Babić Rosario, De Valck and Sotgiu, 2020). It is

essential to have an understanding of the impact of EWOM on younger customers since it may

not only influence the things that they choose to purchase online but also their whole experience

of doing so. Young customers have to navigate a vast and interconnected network of opinions

when making decisions about what to purchase as a result of the proliferation of social media

platforms, review websites, and online forums and this presents a challenge for them (Rossmann,

Ranjan and Sugathan, 2016).

4. Research Aim and Objective

This research aims to fill the gap that currently exists in the existing body of literature by

shedding light on the intricate relationship that exists between EWOM communication and the

purchasing patterns of young customers who shop online. The purpose of this study is to get a

better understanding of the underlying processes and reasons that impact and encourage young

consumers to interact with EWOM by examining the psychological and social elements .
 This research seeks to provide businesses, advertisers, and lawmakers with the theoretical

and practical understanding they need to navigate the ever-expanding sphere of electronic

commerce and make the most of the opportunities inside it. This will be accomplished through

an in-depth investigation.

5. Literature Review

5.1 Introduction

In the ever-evolving landscape of consumer behavior, the role of word-of-mouth (WOM) has

been a perennial subject of interest and significance. The literature surrounding this phenomenon

delves into the dual facets of Negative Word-of-Mouth (NWOM) and Positive Word-of-Mouth

(PWOM), unraveling their distinct impacts on consumer perceptions and decision-making.

As traditional WOM undergoes a transformative shift into the digital realm, EWOM emerges

as a powerful and dynamic force. This literature review aims to navigate the rich tapestry of

research dedicated to understanding and contextualizing the intricate dynamics of WOM and its

contemporary manifestation, EWOM. By examining key definitions, theoretical frameworks, and

empirical findings, this review seeks to illuminate the nuances that govern consumer interactions,

online expressions, and the strategic implications for businesses. As we traverse the research

landscape, we will uncover insights into how WOM, in its various forms, influences consumer

behavior, shapes brand perceptions, and sets the stage for the exploration of EWOM in the

context of the study's focus on young consumers and online shopping behavior.

5.2 Definitions

To be specific, the action of telling a minimum of one acquaintance, family, and friend

concerning a product can be a satisfactory or unsatisfactory experience, and this means it has two

types: firstly, negative word-of-mouth (NWOM) which refers to interpersonal communication

among consumers, complaining to friends and relatives about a product or service that causes a

disappointing experience (Gildin, 2022). However, positive word of mouth (PWOM) refers to

interpersonal communication among consumers, transmitting product-related information by

satisfied customers (Gildin, 2022).

Both of them are identical in structure. However, NWOM is more effective and potent than

PWOM as it substantially affects people's perspectives, negatively damaging the company or a

brand's image. Therefore, organizations see that it is essential to promote positive word-of-mouth

to build and maintain a strong relationship with consumers. The power that WOM holds is

significant as it has the ability to influence an individual's choice-making. That is why it is used

for marketing today, it revolves around brands, marketers, and advertising, yet it is not called

word-of-mouth advertising because it takes place as natural consumer behavior. It can also be

referred to as commercial talk, while the communicator is still unrelated to marketers.

Nevertheless, some companies are tricky with it because they disguise their marketers and agents

as non-commercial sources of information and practice WOM among the public while being

financially motivated.

With the passing years, technology kept developing, leading people to take their actions to

the digital world, which involves the practice of Word-of-mouth (Cheung & Thadani, 2010).

Now it is known as EWOM, electronic word-of-mouth communication. According to Hennig

Thurau et al. (2004) “Any positive or negative statement made by potential, actual, or former

customer about a company or product, which is made available to a multitude of people and

institutions via the Internet” (Hennig- Thurau et al. 2004, p. 39).

The term EWOM refers to the usage of user-generated material and social proof, and has a

significant impact on the decisions that customers make (Li and Wang, 2013). When a product or
service obtains favorable reviews, testimonials, and endorsements from peers or influential

people in the industry, the product or service's reputation and trustworthiness increase. On the

other hand, it is a face-to-face oral, interpersonal communication between a receiver and a

communicator regarding a product-related conversation. They exchange information at their own

will about a product or service, whereas the communicator is not an employee of the company

nor gains personal selling (Gelb & Johnson, 1995).

5.3 Online Shopping

Online shopping refers to the process whereby goods and services are directly accessible to

shoppers for purchase from a seller via the Internet, without the involvement of intermediaries

(Sunitha & Gnanadhas, 2014). An Online shopper can explore various websites from the comfort

of their homes and make purchases using a smart device connected to the Internet (Sunitha &

Gnanadhas, 2014).

The story behind the creation of online shopping began with Michael Aldrich in 1979.

Michael worked for a company named UK Rediffusion, based in Southern England, United

Kingdom. The company specializes in mass-producing minicomputers and constructing systems

for live systems in various companies. In addition to electronic hardware devices with monitors,

these systems were known as ROCC Computers.

Another company, the British public telephone service (British Telecom), innovated a new

system called "Press-the-Television," allowing text information, such as news and weather, to be

delivered via a telephone line to household televisions. British Telecom sent a modified

television for evaluation to Redifon, despite it not being Redifon's specialization. However,

during the evaluation, one of their engineers discovered that the TV contained a chipset with a
chip modem for encoding data, character outputs, and an auto-dialer capable of dialing four

telephone numbers (Aldrich, 2011).

The idea of online shopping originated in 1979 when Michael Aldrich pondered the

inconvenience of weekly shopping and sought to alleviate it. He contemplated connecting the

television to the supermarket to facilitate grocery delivery to customers.

This office revolution notion consists of utilizing an affordable household TV that has the

ability to communicate and use a computer with live transaction processing capabilities from

several users and communicate with different computers using a network. Moreover, calling any

computer through an ordinary telephone line. Thus, it is a fusion of a PC, TV, and telecoms

resulting in a Teleputer.

An uncomplicated human connection allows companies to connect all their communicating

journalists via digital networks. A few reasons this idea was ideal are because transportation

expenses were rising, and telecom fees were reduced. Therefore, shopping and business are done

easier and faster due to availability 24/7 worldwide.

After starting the system in 1981, it was tested using the public-switched telephone network

for business-to-business online shopping for diverse activities like sales deals, loan finance,

credit ratings, and others.

In 1984, The application of the business-to-customer shopping process came to reality. It

was classified as a social service experiment that aimed to ease the task of purchasing groceries

for elders.

A machine was secured to the customer's accommodation inside a social center, all they had

to do was enter the desired order on the TV, and Tesco, a supermarket chain, will assist them in
delivering the items. Jane Snowball was the first shopper (Aldrich, 2011).; credit cards existed

but were not in universal use; therefore, Mrs. Snowball paid cash on delivery. Nowadays, the

concept of online shopping is still applied and used by millions of families, who abandoned the

TV and switched to a PC and a phone.

5.4 User-Generated Trust.

Consumers have a greater propensity to place trust in user-generated content, encompassing

photographs and reviews, as opposed to traditional advertising, due to the perceived authenticity

and genuineness associated with user-generated material (Schijns and van Bruggen, 2018). The

establishment of this dynamic is of utmost importance for the effective cultivation of client trust

and the establishment of an authentic relationship with the brand or product.

5.5 Decoding Digital Reviews

E-commerce platforms gain a significant amount of value from "EWOM's" informational

potential because they do not have the same level of physical engagement as traditional

enterprises. EWOM serves as an important source of product information by providing insights

into features, performance, and quality. EWOM may be found in online evaluations as well as in

online chats (Gvili and Levy, 2018). Consumers do comparative research using EWOM in order

to improve the quality of their decision-making. They seek for reviews that highlight certain

product attributes, advantages, and drawbacks, and they prioritize those (Erkan and Evans,

2016).

5.6 Emotional Bonds in the Digital Era

EWOM establishes an emotional connection by presenting first-person tales and testimonials

from satisfied customers. It is possible to make a relevant link between potential consumers and

real-life product user tales, which in turn raises the likelihood of good emotional connections
being created and a purchase being completed. customers are more inclined to select a certain

brand over competitors when they are regularly exposed to positive evaluations and

recommendations, thus consistently strong EWOM helps promote brand loyalty (Serra-

Cantallops, Ramón Cardona and Salvi, 2020). This is because customers are more likely to pick

a certain brand over rivals when they are exposed to great evaluations and ideas.

5.7 EWOM and decision-making

Social influence has a tremendous impact on the decisions that consumers make thanks to

EWOM. Because of normative influence, people have a tendency to align their decisions with

the perceived norm. This impact is fostered by people's impressions of what is popular in social

circles, especially when a product receives positive EWOM. In addition, referent power is at

work when consumers emulate the activities of individuals they look up to, such as influencers or

celebrities, whose positive EWOM has a significant effect on and can influence consumer

decisions (Tobon and García-Madariaga, 2021). This type of behavior can be attributed to

customers imitating celebrities or influencers.

5.8 Empowering Engagement

The EWOM feature that allows for two-way communication makes it simpler to make

interactive decisions. In contrast to more conventional forms of advertising, customers are given

the opportunity to take an active role in the process by asking questions, searching for solutions,

and engaging in two-way dialogue with either other clients or the company itself (Rossmann,

Ranjan and Sugathan, 2016). Because it is interactive, the consumer feels more involved in the

process, and as a result, they are typically happier, which has a positive impact on the decision-

making process (Hussain, Song and Niu, 2020).

 5.9 conclusion

Based on the above literature, it is identified that EWOM has quite a significant impact on

consumer and their purchase decision. However, traditional social media platforms like

Facebook and Instagram are now being replaced with by these-sized video on TikTok which

goes viral instantly. Therefore, the purpose of this research is to answer the question:

RQ1: how does the content of EWOM on TikTok influence the online shopping habits of

younger consumers?

6. Theoretical framework

6.1 Introduction

The research is guided by two main communication theories which explore the relation between the

EWOM and its impacts on young customers.

6.2 Social Identity Theory

Social identity theory was proposed in social psychology by Tajfel and his colleagues (Tajfel, 1978;

Tajfel & Turner, 1979). Social identity refers to the ways that people's self-concepts are based on their

membership in social groups.Social Identity Theory suggests that people put themselves and others in a

particular category or social group which is a deriving part of their self-esteem from these affiliated

groups. The theory puts a strong emphasis on social categorization, and social comparison as this

influences people's behavior and perception (Rather, 2018).

Social identity theory used to explain behaviors like conformity, socialization, and group-based biases

within peer groups. Additionally, it serves as a theoretical framework to explain the relationship between

consumers and brands. Brands can function as symbols representing social groups, fostering a sense of

shared identity and belonging among customers. When brands successfully project a positive image and

strategically embed this image in consumers' perceptions, a certain level of bias in favor of these brands
tends to emerge (Mourad, Meshreki, & Sarofim, 2020). When it comes to the fashion industry, people

categorize themselves as trend follower, and fashionable people and when they see another individual

from a similar group purchasing or flexing his or her purchased services, others will influence as well

(Cannella Jr, Jones and Withers, 2015).

6.3 Two-Step Flow

The two-step (multistep) flow of communication model developed in 1955 by Katz and Lazarsfeld

addresses the role of mass media in social influence and has been heavily studied about WOM both online

and offline (Haywood Citation1989; Jansen et al. Citation2009b). The model highlighted that how

information and influence cascade through networks and they mentioned that 'the media indirectly affect

the publics’ attitudes, as a limited number of individuals serve as information gatekeepers who relay a

mass media message to their personal networks' (Katz & Lazarsfeld, 1955 ).” These influential are

referred to as opinion leaders and pass along opinions and information to influence members of their

social groups (Katz and Lazarsfeld Citation1955; Rogers Citation2003)”.

Rogers notes (2003), "The mavens know so much about certain products, they are often sought as opinion
leaders by other consumers" (p. 88). Consequently, they have a stronger influence than direct media
messages in shaping individuals’ preferences and behaviors (Arndt, 1967a), as the interpersonal
relationships of opinion leaders are viewed as more credible than messages from impersonal media
sources (Assael, Etgar, and Henry, 1983).

Individuals are most likely to seek guidance from digital opinion leaders, and their perspectives and

beliefs, especially regarding purchasing choices, can be significantly shaped by information available

online (Case et al., 2004). As a result, the two-step flow phenomenon in eWOM has been extensively

explored and applied in research over the last decade (Kirby and Marsden, 2006).

For example , the digital fashionistas act as the first step, wielding captivating videos and sizzling

hauls to ignite desire for SHEIN's latest offerings. "My bank account cries, but my wardrobe needs

SHEIN magic!" (Serra-Cantallops et al., 2020, p. 92) is their battle cry, injecting urgency and emotion

into the equation. This isn't just hype; it's peer-to-peer influence in action, where FOMO (fear of missing
out) morphs into clicks and purchases (Tobón & García-Madariaga, 2021).But the magic goes beyond the

initial spark. As viewers engage with these tastemakers, SHEIN's buzz flows through the second step: the

peer-to-peer network. Friends share screenshots, discuss finds, and recommend links, amplifying the

brand's reach. This organic word-of-mouth, fueled by genuine excitement, acts as a potent marketing tool,

transforming casual interest into loyal customers (Hennink et al., 2020). SHEIN, by mastering the Two-

Step Flow, has cracked the code for online trendsetting. They've cultivated a vibrant community where

opinion leaders ignite desire, and peer-to-peer influence translates into brand loyalty.

7. Methodology

Utilizing a content analysis approach, this research investigates the impact of EWOM on TikTok on

the online shopping habits of younger consumers. According to Crowe (2011) the content analysis

approach is used for a specific subject, person, group, place, event, organization, or phenomenon of

interest, in its natural real-life context. Also, it can be used to explain, describe or explore events or

phenomena and help to understand and explain causal links to pathways resulting from a new policy

initiative or service.

To select the sample of videos to be analysed, the researcher searched the TikTok app for the hashtags

“#SHEIN” and “#SHEINHUL”. Based on search results, the researcher was presented with the top 10

liked videos under each hashtag.

8. Finding and Analysis

All links to videos were collected on February 24, 2023 for the two hashtags. Through content

analysis of tens of reviews, comments, and feedback on TikTok, the following four themes are

identified.
 8.1 Emotional Connection and Urgency

The significance of the effect that SHEIN has on the emotional life of its clients is brought out

by the comments' emphasis on the immediate and emotional connection between people.

Expressions of an enhanced emotional reaction include "My bank account is crying, but my

wardrobe needs that SHEIN magic!" and "OMG, I need this SHEIN fit in my life as soon as

possible!" This emotional tie functions as a powerful kind of EWOM, which contributes to the

enhancement of the positive reputation of the business and influences the opinions of other

potential consumers. The expressions of eagerness and urgency provide the impression that the

products sold by SHEIN are more than just items; rather, they are sources of delight, fulfillment,

and instant desire. The use of emotive language that indicates excitement and passion, such as

"OMG" and the heart emoji, resonates emotionally with other readers and helps to portray a

sense of excitement and passion. This emotional connection transforms into a persuasive

component of EWOM as a result of the fact that it shows the actual and personal influence that

SHEIN has had on certain clients (Serra-Cantallops, Ramón Cardona and Salvi, 2020).

In addition, the emotional connection has a time dimension as a result of the urgency that is

communicated through statements such as "I need this SHEIN fit in my life as soon as possible!"

It's possible that other readers may get the notion, based on this sense of urgency, that purchasing

things from SHEIN is essential and necessary in order to keep up with the rapidly shifting trends

shown on sites like TikTok. These heartfelt statements have a snowball effect when seen from

the perspective of EWOM media that is sent electronically. Individuals contribute to the

development of a positive and encouraging online community centered on SHEIN by sharing

their thoughts and feelings, which may even encourage others to adopt their perspective. The

strengthening of this emotional tie within the community contributes to the enhancement of the
brand's reputation and the development of a feeling of community among SHEIN's devoted

customers (Tobon and García-Madariaga, 2021).

8.2 Financial Considerations and Shopping Behavior

The topic in the comments that centers on financial worries and buying behavior reveals a

difficult relationship between the consumer's finances and the allure of SHEIN goods. This

interaction is exposed as a result of the remarks. Some insight into the financial issues that

impact consumer selections may be gained from statements such as "Trying to save money, but

then SHEIN drops a bomb outfit" and "My wallet is having a breakdown" "Take my money!"

This topic represents the spirit of EWOM by giving real-world insights into how people's buying

decisions are impacted by their financial situations within the context of SHEIN. This

information is presented within the context of the SHEIN framework. The acknowledgment of

monetary constraints is an important part of the EWOM that is conveyed in these statements.

Customers who openly admit that their "wallet is having a breakdown" are indicating that they

are aware of the impact that their purchases have on their present and future financial situations

when they use this expression. This degree of candor lends the EWOM a greater sense of

authenticity and makes it more relatable to other consumers who may be experiencing financial

issues that are akin to those described here (Erkan and Evans, 2016).

"Trying to save money, but SHEIN throws a bombshell of an outfit," The slogan "Take my

money!" emphasizes the tension that exists between the want to engage in responsible financial

behavior and the allure of the fashionable things sold by SHEIN. This form of feedback not only

emphasizes the impulsive nature of customer behavior, but it also highlights the brand's ability to

stimulate sentiments of urgency and desire that go beyond smart financial judgment. This is

because of the brand's capability to evoke these feelings in consumers. These comments provide
credence to the tale of SHEIN's product value and pricing when considered from the perspective

of EWOM marketing. Users who, despite having difficulties with their finances, display a desire

to make purchases on SHEIN contribute to the development of a common opinion of the brand

as one that sells fashionable items at prices that are affordable. This information may have a

good influence on others who are facing similar financial challenges and may urge them to take

into consideration SHEIN as an option that is both possible and appealing (Rossmann, Ranjan

and Sugathan, 2016).

8.3 SHEIN as a Lifestyle and Identity

The emphasis placed in the remarks on SHEIN as a choice both in terms of lifestyle and

identity demonstrates a profound interaction that exists between the firm and the individual

expressions of its clients. Expressions like "SHEIN is the reason my closet is full, but my bank

account is empty" and "SHEIN, making me believe I can be a fashion icon on a budget!"

demonstrate the enormous impact that SHEIN has had on the identities and individual tastes of

its customers. This subject is an excellent fit for the concept of EWOM because it places more

emphasis on the broader effect that SHEIN has on the lives and self-perceptions of its customer

base than it does on the specific product attributes. Remarks like "SHEIN, making me believe I

can be a fashion icon on a budget!" make it very evident that SHEIN is utilized as a vehicle for

the expression of one's individuality. This viewpoint suggests that SHEIN is more than just a

clothing brand; rather, it provides a platform for individuals to express their sense of style and

offer a trendy sense of who they are as a person. People may learn through this sort of EWOM

that SHEIN is more than simply a transactional experience; rather, it is a path toward self-

expression and self-discovery (Hussain, Song and Niu, 2020).

 In addition, the remark "My closet is full, but my bank account is empty because of SHEIN"

alludes to the purposeful decision that individuals make to prioritize their own preferences in

terms of personal style over their concerns over their own financial situation. This narrative lends

credence to SHEIN's strategy of positioning itself as a brand that offers a lifestyle in addition to

clothing. This theme shows SHEIN's aspirational features, making it an attractive alternative for

people who seek to identify with a cutting-edge way of life. Considering EWOM, this theme

promotes SHEIN's aspirational traits. Recognizing the impact that SHEIN has had on the

development of identities is a sort of endorsement within the community that exists online. Users

who talk about how SHEIN fits into their closets contribute to the formation of a communal

narrative that links the brand to the process of identity formation and individualization of style.

This EWOM has the potential to have an effect on individuals who search for equivalent outlets

for expressing themselves, therefore encouraging a sense of community and a shared identity

among the community of online shoppers who shop at SHEIN (Tobon and García-Madariaga,

2021).

8.4 Social Validation and Peer Influence

The discussion in the comments about peer pressure and the need for social validation

demonstrates how important EWOM can be in shaping the thoughts and decisions that customers

have regarding SHEIN products. Expressions like "I'm wondering why I don't own everything

after watching the SHEIN video" and "SHEIN's making me think about my life decisions and

lack of stylish clothes" highlight the impact that EWOM has on personal decisions, while also

highlighting the influence that other members of the online community have on one another. The

statement "Just watched the SHEIN video, and now I'm questioning why I don't own

everything!" is an illustration of the phenomenon known as "fear of missing out," which can be
triggered by being exposed to content from the Shein website. The anxiety arises from the

feeling that one's possessions are of lesser quality compared to those being shown by others on

social media platforms like TikTok. This aspect of EWOM serves as a social incentive,

prompting users to reevaluate their behaviors based on the observations and inspirational

experiences of their peers. In essence, it fosters a sense of motivation among users by prompting

them to get inspiration from the experiences shared by fellow users (Serra-Cantallops, Ramón

Cardona and Salvi, 2020).

In addition, the phrase "SHEIN's making me contemplate my life choices and lack of

fashionable clothes" relates to a process of reflection that is brought on by seeing material

pertaining to SHEIN. As a result of the experiences and decisions made by other individuals,

users realize that they are scrutinizing the clothes and fashion choices that they have made for

themselves. This reflecting element of EWOM demonstrates how the impact of peers extends far

beyond the promotion of purchases alone; it also stimulates contemplation and an assessment of

one's own unique fashion sense. These comments contribute to the development of a virtual

fashion community, which is important from the perspective of EWOM, because it allows users

to actively engage in one another's decisions and is influenced by those decisions. The social

validation that EWOM is prone to is highlighted by the aspirational character of the information

published on SHEIN and by its evident impact on the introspection of its readers. Users

participate in a discourse that goes beyond the offering of basic product ideas and cultivates an

environment in which the decisions and perspectives of other people have a significant impact on

one's own.
 8.5 Conclusion

In conclusion, the investigation of EWOM on TikTok relevant to SHEIN products uncovered

a number of key themes that shed light on the intricate interplay between EWOM and the online

shopping behaviors of younger clients. The powerful emotional connection and sense of urgency

demonstrated in the remarks illustrate the huge emotional influence that SHEIN has on its

customers' lives know as (FOMO : FEAR OF MISSING OUT), therefore changing the act of

purchasing anything into an exciting and immediate experience. The delicate link that exists

between the financial restrictions of customers and the attraction of SHEIN goods is proven by

financial considerations and buying behavior, which offers insights into how actual financial

conditions impact purchasing decisions within the framework of EWOM. SHEIN as a lifestyle

and identity underlines the importance of the brand beyond transactions and indicates its role in

establishing individual identities. By positioning itself as a platform for self-expression and style,

SHEIN demonstrates its involvement in the formation of individual identities. Social validation

and peer influence bring to light the crucial role that EWOM plays in influencing consumer

decisions by drawing attention to the impact that one's peers and online communities have on

personal choices and by stimulating feelings of ambition and desire.

9. Study Limitation

Even though the content analysis produced some helpful insights, it is essential to

acknowledge that there are certain limitations. Because this study focused only on TikTok, it's

possible that the findings can only be applied to TikTok and not to other social media networks.

In addition, the research is based on comments that are available to the general public, therefore

it does not take into account any potentially enlightening statements from private conversations.

In addition, the study operates on the presumption that user-generated content is genuine,
without taking into account the possibility that assessments may be biased or manipulated in any

way. In addition, the research was only conducted over a certain window of time, and the rapidly

shifting environment of internet trends may have an impact on how relevant the findings will be

in the years to come. Despite these limitations, the study provides a detailed understanding of the

dynamics of EWOM on TikTok and lays the framework for future research that will go further

into these topics on a number of other platforms.

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11. Appendices
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