...Suha Fouad Salem; Alshaimaa Bahagat Alanadoly Purpose The main objective is to investigate the effects of antecedents of word-of-mouth (WOM) towards sustainable fashion, using the Personality Traits theory. More specifically, this study wants to examine the impact of the Big Five personality...

...Hanna Lee; Sun-Jin Hwang Purpose The purpose of this paper is to explore and examine the different word-of-mouth (WOM) acceptance and diffusion in social brand communities according to the level of self-monitoring. Design/methodology/approach A web-based experimental design was used...

...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...