...Tomás Escobar-Rodríguez; Rocío Bonsón-Fernández Purpose The present study examines relationship building of major players in fashion retailing through social media. Using the theories of word-of-mouth marketing and brand community as theoretical frameworks, this paper analyses the impact of social...

... within online communities. In sustainable and eco‐sectors, the supply chain is of outmost concern for consumers, as most benefits derived from the eco‐purchase are linked to the green and ethical credentials of the supply chain. Design/methodology/approach A netnographic approach is used. Discussions...

...Jane Boyd Thomas; Cara Okleshen Peters; Holly Tolson Purpose Virtual communities are increasing in popularity and changing the way apparel fashion information is learned and shared by consumers. According to Agins, consumers, as opposed to élite designers, are now dictating fashion trends...