The aim of this study is to explore the effect of social context on passion for fashion and the exhibitionist tendency. The study was conducted in two phases, the first one being exploratory (n=109), followed by a quantitative phase (n=425). The findings reveal that the social influence is very important in enhancing the desire to use fashion products. Further, the exhibitionist tendency acts as a mediator between passionate desire for fashion products and word-of-mouth.info:eu-repo/semantics/acceptedVersio
