Masstige collaborations, temporary collaborations among fast fashion and luxury brands, are becoming increasingly popular. Despite this, no research so far has analyzed consumers’ reactions towards this new fashion practice. The aim of this research is to investigate the emotions and relevant linguistic elements associated with consumers’ reactions to masstige collaborations.

Recently there has been debate in popular media on brands that used other cultures’ elements in their advertising (Green & Kaiser, 2017). For example, the Dutch brand “Rituals Cosmetics” attempted to promote their Asian-inspired product lines called “Samurai” and “Namasté” by hiring a Caucasian model dressed in a supposedly traditional Asian costume, while posing in a Chinese temple-like setting (Peters, 2018). Because the company’s European origin and the ethnicity of the model did not align with the Asian setting, props and apparel, this marketing activity can be considered an act of cultural appropriation. The advert has since sparked controversy on social media as cultural exploitation or unethical cultural appropriation (Bryanboy, 2018). To avoid such controversy, marketers need to achieve cultural sensitivity while effectively managing culturally overlapping situations (Usunier & Lee, 2005; De Mooij, 1998). A mismanagement of cultural appropriation is potentially eliciting a negative customer response. Hence, it is integral to understand how do customers respond to culturally appropriated elements in advertisement?

This research seeks to unveil how YouTube influencers and digital interaction can contribute to the process of customer-brand relationship and engagement. Based on in-depth interviews of female Youtubers devoted to the lifestyle categories, we aim to comprehend the engagement factors that influencers should rely on to promote engagement between their followers and the brands they advocate.

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.

Ecosystem firms have been dominantly implementing knowledge sharing and collaboration between consumer interest groups, business firms and technology platform vendors (Adner, 2016). The ecosystem businesses create new value through business activity arrangements and individual offerings of the shared assets, standards, and interfaces upon a technology platform (Adner, 2006). Face with the highly dynamic and competitive environment, the multisided ecosystem platform firms specifically design mobile app to generate more participation in co-creation of value (Roma & Vasi, 2019). Little research has been dedicated for mobile app developers to understand user’s context-centric and user’s personalistic-centric mobility to formulate diversification or specialization in the cocreation strategic process. Our work focuses on the ecosystem users and customers as focal stakeholders who experiencing the peer-to-peer ecosystem platforms via mobile application could perceive context-centric and personalistic-centric mobility to fit, to make identification, to cocreate value, and to contribute to the ecosystem by their equity.

This paper discusses consumers’ use of fashion to promote various civic causes, such as political, social, and environmental issues. Fashion has become a civic act. The fashion industry is beginning to create items to suit this purpose. This paper reviews literature supporting fashion activism, identifying future research directions. This paper contributes both academically and practically. Academically, it identifies the gap in literature referring to the understanding of the use of fashion by youth as a means of civic engagement. Prior studies are limited in scope. Thus, we urge further research to investigate fashion activism. This study contributes practically by opening up the idea to practitioners about fashion as communication tools regarding political, social and environmental matters.

Introduction “In a world where mobile has become our primary device, marketers should think about mobile as a sound off environment, where users hate being interrupted with sound.” －Caroline Hugonenc (2019), Global VP Research & Insights at Teads.tv The soundless video ad is the new trend online ad that received little attention (Campbell & Pearson, 2019). Facing the new trend of soundless video ads, this research aims to explore how to improve consumers’ attitudes toward soundless video ads by manipulating subtitle. Drawn on process fluency theory (Reber et al., 2004), this research aims to answer three research questions to help practitioners design effective soundless video ads. RQ1: Can adding subtitle to a soundless video advertisement (ad) increase consumers’ positive attitude? RQ2: Does the font type of subtitle influence consumers’ attitude? RQ3: Does the interaction effect of font type and subtitle position influence consumers’ attitude?