This research was conducted to explore how fashion exhibitions, in this case with a historical and cultural foundation, and big events can be an impactful channel of marketing communications with digitalization and social media. Exhibitions and events are featured as meaningful communications channels to diffuse the culture and businesses sectors.

This paper describes a study that 1) explores ageing consumers’ perceptions of functionally beneficial but simple technology, and 2) tests how readily ageing consumers accept such technology. A mixed method approach is proposed to introduce ageing consumers to Google Home, to firstly demonstrate and highlight selected functional benefits associated with safety, connection with others and community, and entertainment; secondly determine ageing consumer attitudes toward that; and thirdly to test trial and adoption. Results will provide much needed insights into how emerging but relatively commonplace technology can be better integrated into ageing consumer groups to enhance wellbeing, increase independence and reduce isolation.

The paper measures and predicts the performance of online auxiliary channel of movies released in China. Based on the signaling theory, the paper confirms that online movie consumption is generally informed by the box-office revenue of the same movie, with genres as important moderators.

The world is not in peace everywhere, unfortunately. There is a huge population living in fear, whose ordinary lives are affected by terror. Literature suggests living in terror leads to different relationships with the place (e.g. Billig, 2006) and to psychological distress, which further leads to changes in attitudes and beliefs (Echebarria-Echabe & Fernández-Guede, 2006), as well as behaviors (e.g. Schiff, 2006; Schiff, Benbenishty, McKay, DeVoe, Liu, & Hasin, 2006). This study looks at regions in Pakistan where people live in constant terror of terrorism, political unrest, and threats of death, and aim to understand how people cope with the extreme situations, how their attachment to the place evolves and changes, and how people’s perceptions and ideologies on consumption shift.

Prior social robotics research has shown that robot design influences if people perceive a robot as friendly, trustworthy, or safe (Castro-Gonzalez et al., 2016; Rosenthal-Von Der Pütten & Krämer, 2014). Meanwhile, recent conceptual work has suggested that social robots will increasingly be used in the front line of service encounters (Gonzalez-Jimenez, 2018; Van doorn et al., 2017). According to The International Journal of Social Robotics social robots are robots that can communicate and interact with humans, among themselves, and with the environment, within the cultural and social structure assigned to its role. Real examples of the inclusion of these robots in retail settings already exist. For instance, some retailers use Softbank´s robot Pepper to greet and inform customers. Social robots such as Pepper can use their sensors and cameras to interpret customer reactions and adapt accordingly. Moreover, the robot can even make product recommendations based on the assessed customer´s mood, age, gender and, if available, purchase history (McKenna, 2018). Not surprisingly, there is a vast market potential associated with these robots, which is expected to grow to 87 billion by 2025 (BCG, 2017).

This research scrutinizes the synergism of virtual reality, the Internet, and television on credibility, memory, attitude, presence, and purchase intention. Respondents are randomly assigned to view two advertisements on the same or different media. This present study parses outs the relationship between immersive media and extant media in cross-media advertising.

This research investigated the role of perceived luxuriousness of serif versus sans-serif typeface on the persuasiveness of political campaign. Through three experiments, we provided a support for the positive effect of serif typefaces on campaign evaluation of the conservatives through high status perception of the candidates.

The study builds and tests a framework investigating the determinants of customer engagement with luxury brands on social media platforms.

Digitalisation, increasing global competition, new relational approaches to communication and advertising by new generations of consumers (for example, the New Millennials) together with social issues such as sustainability and authenticity in branding definition, pose important challenges for companies operating in the luxury fashion industry. In facing them, these companies seem to re-elaborate meanings attributed to luxury rethinking their strategies and their interactive approaches to market. The specialized literature, from its part, shows that luxury is no longer only ostentation but it has evolved in something else; on the one hand luxury as a state of mind and mood, and on the other still a sort of heritage and authenticity. These two extremes tend increasingly to contaminate each other and to co-exist one in the other, albeit with different reciprocal influence. The aim of this paper is determine how this co-existence can occur. It involves two opposing aspects of luxury, that of owning and that of being. There are other facets of luxury that may occur between these extremes. Research has shown, in fact, that luxury is also experience, co-creation, sharing and even self-achievement. Rendering luxury status, but at the same time making it an instrument for individual evolution may determine an integration of its various faces paving the way for a re-conceptualization of fashion luxury in communication.

The current research demonstrates that luxury product advertisements containing kitsch lowbrow art are perceived as unique, trendy, and hip and the perceived uniqueness positively influences luxuriousness judgment of the featured products, especially for participants with high narcissism and status seeking tendency.