...Giada Mainolfi; Donata Tania Vergura Purpose The study aims to contribute to the knowledge on the role of the fashion bloggers in the product adoption process in both advanced and emerging markets. Specifically, the study investigates the impact of credibility, engagement and homophily...

...Alessia Grassi Purpose This paper explores an opportunity for luxury fashion brands to strengthen their engagement with consumers through the arts and without undermining the exclusivity of the luxury product. Design/methodology/approach This paper is based on an interpretive qualitative...

...Hyunjoo Im; Young Ha Purpose Casual online shoppers without a strong intention to purchase items can easily leave web sites within seconds. However, there is little research examining how and why consumers are engaged momentarily when they are exposed to a target stimulus in a low involvement...