Social Influence

Abstract

The purpose of this research is to demonstrate the variety of skepticism and how it relates to online purchase decisions. Online communities have evolved to allow large groups of people to participate with them, and some users have created a virtual world that is impacted by the community's internal members. Existing research on online product communities (OBCs) puts thousands of years of participation and collaboration in a new light. The authors conducted in-depth discussions to analyse thousands of years of engagement in online forums and product ideas in the fashion business, drawing on a theory of social impact as well as a constructivist perspective. The key conclusions are based on the four stages of client engagement in OBCs. These vital categories are being investigated in order to establish a foundation for future study in the field and to contribute to the field of online service interaction, particularly in the fashion business.