The impact of firms' marketing communication on word of mouth (WOM) has been studied extensively in recent years, with a growing focus on electronic word of mouth (eWOM). The advent of the internet and the participatory web or Web 2.0 has dramatically changed the relationship between marketers and consumers, with consumers playing a more active role. However, there is a gap in understanding this area, including a lack of research on identifying specific groups of consumers that companies should focus on for eWOM marketing. Eye-tracking techniques have been suggested to address this issue, but these methods can be costly and rely on lab-based observations. Analyzing unstructured data from consumer-to-consumer interactions on social media is an underutilized approach in current marketing literature. The authenticity of eWOM is a highly valuable trait, but there can be a tension between commercial and communal norms, even in relatively informal settings like a blogger endorsing a product.

Recently, marketing researchers have started to explore the impact of Social Media Brand Communities in digital marketing strategies. However, in spite of this interest, scant attention has been paid to the micro-mechanisms stimulating electronic word of mouth (E-WOM) within social media brand community. In this sense, this exploratory research aims to explore how consumers‟ engagement is related with positive E-WOM.

Chinese economic develops fast and have became the second economic entity all around the world. The development of economic pushes the popularize of mobile clients. Accordingly, whenever and wherever the consumers are, they can acquire and share information about productions directly, e-word-of-mouth (eWOM) becomes one of the important part of online marketing. Customers prefer to trust opinion leaders and real users’ feedback rather than the advertisements which are made by companies. The choice preference of information source accelerate the development of social media. The Word of Mouth Marketing Association, have grown rapidly and have advocated for the burgeoning new industry. (Robert V. et al., 2010) Marketers and sociologists have recognized the importance of the phenomenon of word of mouth, for more than half a century, proposing, for example, that WOM affects the majority of all purchase decisions (Brooks 1957; Dichter 1966).They find that the “friend who recommends a tried and trusted product” rather than the “salesman who tries to get rid of merchandise” (Dichter 1966, p. 165). Marketing scholars has evolved from a transaction orientation to one based on relationships (Vargo and Lusch 2004) Consumers are regarded as active coproducers of value and meaning, whose WOM use of marketing communications can be idiosyncratic, creative, and even resistant (Brown, Kozinets, and Sherry 2003; Kozinets 2001; Muñiz and Schau 2005; Thompson and Sinha 2008) Therefore, when the behavior is on/off, impact measured as probability of purchase can differ substantially from impact measured as attitude change (Robert East 2015). This study will select significant respondents from Chinese social media users as sample. The WOM communication is send information to marketers from the market-based message interaction community ,gathering consumers with same interests. In this study, not only structural equation modeling (SEM) will be used to test research model. But also using the fuzzy-set Qualitative Comparative Analysis (fsQCA) and SPSS, the first method attempts to find a new configuration to verify the finding and the SPSS can be used to make reliability analysis and validity analysis. WOM of the research model will also be tested by fsQCA and SPSS to obtain the conclusion about what extent do two communication ways influence consumers’ purchase preference. We want to explore different results between opinion leaders and the real users in different communication ways. Based on the results we will give some implication to both marketing scholars and practitioners.

Social networking sites (SNS) are defined as web-based services that enable consumers to create a public profile and a list of contacts with whom they share a social network (Kang et al., 2014). On SNS sites, consumers can find the right product, obtain advice from people, make purchases, post product recommendations, reviews and photos, and create SNS communities (Shen, 2008). The shopping motive acts as an important trigger to browse for products on social media websites. Product browsing over social media sites could influence the intention of future purchase and sharing information of product and brand with friend and acquaintances. For companies related to social media business, both intention to purchase and information sharing are crucial elements. However, few efforts have been made to identify the factors driving consumer intentions to purchase and word-of-mouth of fashion products on social media sites. The objectives of this study were to determine the factor to facilitate product browsing and to find out the causative relationship among influential factors and consumer intentions to purchase and word-of-mouth of fashion products on social media sites. The instrument was developed based on the previous literatures (Brien, 2010; Park, et al., 2012; To, 2007; Woo & Hwang, 2013) and each item was measured by five-point Liker type scales. A total of 269 data were collected during a regularly scheduled class in universities, who have experienced to purchase fashion products or make a product review on social media sites. Mean age of the respondents was 22.3 years old. Nearly 75.3 percent of the subjects were women, and more than half of the respondents (61.6%) have purchased the products (e.g., apparel, shoes, etc.) on social commerce sites over three years. The structure equation model analysis was conducted by AMOS 23.0 using a correlation matrix with maximum likelihood approach. The structural equation model was relatively acceptable (chi-square value = 136.30, df = 66, p = .000; GFI = .94, AGFI = .91, RMR = .05). Cronbach's alphas were ranged between .83 and .87. This result suggests that utilitarian shopping motives have influenced directly product browsing, purchase intention, and word-of-mouth intentions of fashion products on social media sites. The more product browsing on social media sites, the more intended to purchase and word-of-mouth of fashion products with friend and acquaintances. It implies that consumer with utilitarian shopping motives are likely to more browse, and then to more purchase and write the review of fashion products on social media sites. However, consumers with hedonic shopping motives are prone to more write the review of fashion products to their friends and acquaintances without product browsing or purchase intention on social media sites.

This paper aims to explain how storytelling becomes interlinked with social media and the conceptual consequences this development implies. In recent years the interest in storytelling has increased within the marketing discipline. Parallel to this development, the traditional media landscape has been subjected to change as a result of digitization and particularly the expansion of social media. Even though the social nature of these media and its associated electronic word of mouth seem to be well aligned with storytelling, extant literature exhibits few attempts to review the storytelling concept in relation to social media. Based on such a review, the contribution of this paper is condensed into six theoretical propositions that point out how storytelling is expected to become increasingly common and dynamic in social media. Therefore, storytelling is suggested to represent a managerial challenge with regard to professional organizations’ marketing approaches but simultaneously allow for increased customer intimacy for those actors who develop successful ways of attracting the interest and engagement of social media users.