...Elaine Wallace; Isabel Buil; Sara Catalán Purpose This study explores consumers' self-congruence with luxury fashion brands they mention on Facebook. It investigates the extent to which those brands are congruent with the actual self (ASC) or the ideal self (ISC), and whether ASC or ISC of luxury...

...) perspective. Four SNS platforms – Facebook, Instagram, Pinterest, and Twitter – were examined. Design/methodology/approach The study presents a mixed-methods approach to develop and test a motivations framework among millennial consumers that will lead to practical understanding of both the existence...

... fashion company Primark and followers of the brand on the Facebook social network in Spain, and to evaluate the brand’s use of consumer passion through this social network. Design/methodology/approach The fieldwork for this research was conducted over September-October 2015, which coincided...

...Ben Touchette; Morgan Schanski; Seung-Eun Lee Purpose – The purpose of this paper is to examine features of branded entertainment in apparel brands’ Facebook pages based on the conceptual framework of play themes (Zhang, 2010). Design/methodology/approach – A content analysis was performed...