...) and, subsequently, their effect on willingness to follow recommendations and intention to purchase fashion products promoted by these digital personas on Instagram. Design/methodology/approach This study collected primary data from 332 Indian Instagram followers of virtual influencers using a structured...

... investigates the influence of responsiveness on customer satisfaction, cross-buying behaviour, revisit intention and referral behaviour. Design/methodology/approach Data were collected via a survey answered by 793 fashion customers from India, and for data analysis, partial least square structural equation...

...Artha Sejati Ananda; Ángel Hernández-García; Emiliano Acquila-Natale; Lucio Lamberti Purpose The purpose of this study is to investigate the perceived exposure of fashion consumers to different types of fashion brands’ social media marketing (SMM) actions in social media, and its relationship...

..., Canadian and Chinese participants used price as an indicator of product quality and/or monetary sacrifice. Overall, the consumers from both countries were more concerned about the garment fit and style than brand name and country of origin. It is imperative for fashion practitioners to prioritise...

...James Poon Teng Fatt Focuses on entrepreneurship in the fashion industry in Singapore, especially in the business of apparel fashion designing and retailing. Examines the factors that contribute to that success of this industry. Considers the support given to the fashion entrepreneur...