The customer journey for the purchase of visual art and the impact of eWOM information

Tajana Stankovic, Alan Wilson, Andrea Tonner

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Abstract

In this study, the influence of eWOM information on consumer decision-making will be applied to the case of hedonic products and particularly visual art. Namely, even the art industry is quickly expanding into online mediated channels and attracting new markets and online art audiences (Skate's, 2014). As such, art-buying patterns are rapidly transferring to online channels where a significant growth of online art spaces is revolutionizing communication and established hierarchies in this sector with social media aiding validation and increasing buyers' confidence (Arttactic, 2014). Facebook, Twitter and Instagram are thus becoming major platforms for finding and sharing information about art, which is transforming art appreciation and collecting into a social activity with a sharing of knowledge and tastes. This study applies a qualitative method of data collection in order to delve into the phenomenon and acquire insight about consumer attitudes and understanding of behaviours (Hanson and Grimmer, 2007).
Original languageEnglish
Pages1-5
Number of pages5
Publication statusPublished - 4 Jul 2016
EventAcademy of Marketing Annual Conference 2016 - Northumbria University, Newcastle, United Kingdom
Duration: 4 Jul 20167 Jul 2016

Conference

ConferenceAcademy of Marketing Annual Conference 2016
CountryUnited Kingdom
CityNewcastle
Period4/07/167/07/16

Keywords

  • art buying
  • consumer behaviour
  • word of mouth
  • online reviews
  • eWOM information

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    Stankovic, T., Wilson, A., & Tonner, A. (2016). The customer journey for the purchase of visual art and the impact of eWOM information. 1-5. Paper presented at Academy of Marketing Annual Conference 2016, Newcastle, United Kingdom.