... responsibility and emotional integrity. Research limitations/implications As an interpretive, ZMET-based study of 20 Millennial and Generation Z consumers responding to a single, researcher-constructed celebrity advertisement, the findings are transferable rather than statistically generalizable. Future...

...Michelle Willis; Wilson Ozuem Purpose Online brand community ( OBC ) research has been directed at examining the consequences of consumer–brand relationships on various behavioural issues, with little to say about reciprocity and variants of millennials’ loyalty in the luxury fashion industry...

...-hand sellers. Design/methodology/approach Building on an inductive qualitative study of 59 millennials from three European countries (France, Italy and the UK) and by examining the mediating role of UGC and dissatisfied customers, this paper develops a conceptual framework of three clusters...

... to recovery efforts in the fashion industry. The aim of this paper is to examine the extent to which UGC influences customers’ responses to providers’ service failure and recovery efforts, particularly how millennials’ interactions impact recovery efforts. Design/methodology/approach The study uses...

...Grace J. Ambrose; Juan (Gloria) Meng; Paul J. Ambrose Purpose This study aims to address the following questions: What is enduring about consumer behavior on social media given that digital and social media (DSM) technologies change rapidly? Why do millennials use social media to the extent...