The purpose of this study is to clarify the concept of mindfulness and examine its effects on climate-friendly food perception and choice, thereby uncovering climate-friendly food by parsing out the different effects of mindfulness vs. mindlessness and exploring the key consumer outcomes. The value of this study lies in clarifying the role of climate-friendly food and mindfulness in perceived food value and food choice. This study provides a framework for examining the effects of climate-friendly food and mindfulness, thereby shedding light on climate-friendly food and discovering perceived climate-friendly food value and food choice as main outcomes. This study contributes to the literature on value by clarifying the concept of mindfulness and the relationships between perceived food value and food choice. The findings also offer practical implications for how marketing strategies for value work more effectively and cater to different types of mindfulness.

Digital humans integrating anthropomorphism into the performance and problem-solving features of AI offer innovative sources of insights and value that promotes a product, service, or brand. The purpose of this study is to investigate the effects of a digital human’s aura and anthropomorphism on perceived interactivity, attitude toward a brand, attitude toward a digital human, electronic word of mouth (eWOM) intention, and purchase intention. An entrenched digital human’s aura and anthropomorphism increase perceived interactivity, attitude toward a brand, attitude toward a digital human, eWOM intention, and purchase intention. This study contributes to the literature by clarifying the concept of the digital human’s aura and anthropomorphism and the relationships between perceived interactivity, attitude toward a brand, attitude toward a digital human, eWOM intention, and purchase intention.

Augmented reality (AR) generates a enhanced and augmented reality by coupling virtual and real worlds. AR facilitates primary features: a permutation of real and virtual worlds, real-time interaction and an exact 3D process of virtual and real objects. AR offers a new level of interaction between their products and consumers by engaging them in a totally new environment. This study identifies the current state of AR marketing and future research directions. Concentrated on the marketing value of AR, the study enlightens the concept of AR marketing value, the role of value sharing, and opportunities and challenges creating customer value in the AR platforms.

Marketing academics and practitioners have discerned the evolution in the prominence of digital, social media and mobile marketing based on technological innovations. Digital marketing has evolved over time from a specific marketing of products and services using digital channels to activities, institutions and processes facilitated by digital technologies. From an inclusive perspective, digital marketing refers to an adaptive, technology-enabled process by which firms collaborate with customers and partners to jointly create, communicate, deliver and sustain value for all stakeholders. Digital technologies allow the new adaptive process, institution and processes in marketing communication. The adaptive process creates value in new ways in new digital environments. Institutions build foundational capabilities to create such value jointly for their customers and for themselves. Processes create value through new customer experiences and through interactions among customers. The purpose of the assessment is to establish the current status of research evaluating digital marketing communication and to show how digital technology has shaped marketing communication evaluations. This study provides a broad disciplinary review of key cited works in digital marketing communication research and examines the effectiveness of various evaluation approaches, including new directions designed to capture meaningful insights and marketing communication value in digital marketing communication.

Virtual reality refers to an immersive computer-generated, interactive, 3D environment that offers media richness and interactivity. VR provides high media richness verified by the sensory depth and breadth of an interface. The purpose of this study is to investigate the relationships among mindsets, VR experience, perceived interactivity, attitude and purchase. This study clarifies the concept of VR experience and enlightened the relationship between VR experience, perceived interactivity, attitude and purchase intention. The study clarifies technology-driven experience, especially VR experience that can be differentiated from direct and indirect experience. The study can be a starting point to identifying how new technology boosts experiences by reflecting types of VR experience including spatial experience, presence experience, sensory experience and behavioral experience .

The relationship of parasocial Interaction is one of the important contents of marketing research in recent years. With the rise of internet economy in the world, more and more enterprises' marketing practices are involved in the marketing process of SNS based on social networks. The interaction between medium and audiences has broken through the non-face-to-face one-way communication mode and forms a twoway communication mode of the relationship of parasocial Interaction in the SNS environment. Based on the signaling theory and the social exchange theory, this dissertation clarifies the driving factors and mechanism between Fashion web celebrity and attributes and relationship of parasocial interaction through the literature review, In the South China, Middle and North China, there were N audiences who used SNS experience as survey target to conduct a survey. And analyzed these data with SEM software. The research found that between Fashion web Fashion web celebrity and attributes and SNS participation motivation show a positive correlation with relationship of parasocial interaction, and there is a positive correlation between relationship of parasocial interaction and identification, relationship of parasocial interaction and identification have positive correlation with customer equity. E-WOM on customer asset-driven process has a clear intermediary role in the relationship of parasocial Interaction. This not only enriches and develops the existing research results of relationship of parasocial Interaction, but also provides guidance for enterprises to manage relationship of parasocial interactions. In addition, it also provides valuable theoretical guidance for enterprises to promote SNS marketing management practices.

Recently, flipped learning has become prevalent as a new education model in higher education. Flipped learning (FL) refers to switching and restructuring classwork and homework content, i.e., instructional multimedia concepts at home and enrichment and reinforcement in class. Flipped or inverted classes focus on activities and participation during the class time of students, who should previously watch the video materials. However, FL is different from just watching videos before classes. Video clips are not supplementary class material or even all the lectures. FL is an innovative way to change passive learners to active learners as they lead the classes and utilize teachers for guidance. The purpose of the study is to investigate how technology-driven FL works for marketing courses at the college level. In class, students are supposed to do projects as a member of a group and they also lead the class with what they have learned from video clips they watched before coming to class. FL offers student centered learning, where students can control the learning pace and can get benefits from peer learning in marketing courses.

This study addresses how agency costs influence the sustainability of different types of corporate governance. The luxury fashion brand could spend large sums of money on maintenance of magnificent brand image, thereby increasing the agency cost. On the contrary, the brand may hold down wasteful spending to report a gaudily financial achievement. Agency costs are defined either to vertical costs arising from the relationship between stockholders and managers, or to horizontal costs associated with the potential conflicts between majority and minority stockholders. Agency costs are measured by the value of the principal component. The study conducted regression analysis of each agency cost index, luxury fashion brand dummy and a set of control variables. The findings show that the agency costs of the firms with luxury fashion brand exceed those of control group.

The purpose of this study is to investigate the interrelationships among customer perceived value, customer satisfaction, and switching costs as antecedents of customer loyalty in business-to-business (B2B) contexts. Customer loyalty influences firms’ performance as a key source of competitive advantage. Customer loyalty is essential in B2B contexts, although many studies of customer loyalty have focused on the business-to-consumer (B2C) context. Recently, the use of robotics in the industrial marketing environment has become increasingly prevalent. Given the prevalence of robotics in B2B contexts and the importance of customer loyalty, this study investigates the impacts of robotics in industrial marketing relationships, customer perceived value, customer satisfaction, and switching costs on enhancing customer loyalty.

Sustainability is currently regarded as an imperative business goal by multiple stakeholders, comprising investors, customers, and policymakers (Nidumolu, Prahalad, & Rangaswami, 2009; Sheth, Sethia, & Srinivas, 2011). In particular, how effectively the fashion industry deals with the challenges of sustainability will define its success for eras to come. This study focuses on how social power, parasocial interaction, and social capital work for purchase intention of sustainable fashion products in the fashion YouTube context. Specifically, the study investigates the effects of social power on parasocial interaction, the effects of parasocial interaction on social capital, and the effects of social capital on purchase intention for sustainable fashion products and the implications for sustainable fashion marketing and management. Theoretical Framework This study defines social power as types of power that can be employed to exert influence on others. The five social power bases (French & Raven, 1959) are discussed in terms of perceived influence: Expert power refers to someone who is perceived to be an expert, to have expert knowledge, or to possess special information. Legitimate power relates to someone who is perceived to have a legitimate right to impose behavioral requirements. Referent power is associated with someone who is personally identified. Reward power refers to someone who is perceived to have ability and coercive power to someone who is perceived to have the capability to confer punishment. Parasocial interaction concerns the relationship between media personalities and media users (Frederick, Lim, Clavio, & Walsh, 2012; Horton & Wohl, 1956; Jin & Park, 2009). Parasocial interaction can be defined as “immediate, personal, and reciprocal, but these qualities are illusory and presumably not shared by the speaker” (Horton & Strauss, 1957, p. 580; Jin & Park, 2009). Parasocial interaction theory focuses on the way audiences interact, relate to, and develop relationships with a celebrity (Jin & Park, 2009; Lee & Watkins, 2016). Audiences create a strong bond and intimacy with a celebrity while viewing media channels such as TV programs and social interactive media where audiences feel closer to the celebrity (Kassing & Sanderson, 2009; Lee & Watkins, 2016). Social capital refers to “the aggregate of the actual or potential resources linked to possession of a durable network of more or less institutionalized relationships” (Bourdieu, 1985, p. 248). Social capital involves the relationship between providing access to resources possessed by the associates and the nature and amount of those resources (Portes, 1998). Social capital can be clarified as an intangible force that helps to bind society together by transforming self-seeking individuals into members of a community with shared interests, shared assumptions about social relations, and a sense of the common good (Etzioni, 1996). Sustainability refers to three dimensions: economic, environmental, and social (Sheth, Sethia, & Srinivas, 2011). Sustainability transforms into a triple bottom line responsibility, with the inference that assessment of business outcomes should be based not only on economic performance, but also on the environmental and social impact. Environmental and social demands from various stakeholders contribute to the pressure for businesses to reflect sustainability. Thus, sustainable marketing practices are defined from economic, environmental, and social perspectives. In this study, effective sustainability measurements involve purchase intention for sustainable products especially emphasizing environmental and social performance. Focused on the effects of social power on parasocial interaction and the effects of parasocial interaction on social capital and purchase intention for sustainable products, this study tests the following hypotheses: H1. Social power (expert, referent, legitimate, and reward) positively influences parasocial interaction. H2. Parasocial interaction positively influences social capital (bonding and bridging). H3. Social capital positively influences purchase intention for sustainable fashion products (environmentally and socially sustainable fashion products). Methods This study used a survey to investigate key questions about the associations among social power, parasocial interaction, social capital, and purchase intention for sustainable fashion products. A total of 230 fashion YouTube users recruited from South Korea participated in the survey. Of the 230 participants, 40 were men (17.4%) and 190 were women (82.6%), with ages ranging from 20 to 39 (mean = 29.43 years). The social power of the fashion YouTuber (e.g., vlogger) was measured through an existing social power scale including expert, referent, legitimate, and reward measures that elicited user responses to 14 items (Goodrich & Mangleburg, 2010). Parasocial interaction was measured on the basis of user responses to six items on an existing 5- point scale that assessed parasocial interaction (Jin & Park, 2009). This study measured social capital on a 5-point Likert scale (1 = strongly disagree; 5 = strongly agree), which was adapted from an existing Internet social capital scale (Williams, 2006). Purchase intention was measured using three 7-point semantic differential scales (likely/unlikely, probable/improbable, possible/impossible; MacKenzie, Lutz, & Belch, 1986) after informing participants that they might be purchasing environmentally and socially sustainable products. Results The overall goodness-of-fit for this measurement model was acceptable (Chi-square 1236.138, df = 680, p <0.001, chi/df=1.818, TLI = 0.900, CFI = 0.913, RMSEA = 0.060). The reliability coefficients of all 14 social power measures including expert, referent, legitimate, and reward were 0.871, 0.782, 0.657, and 0.865, respectively. The reliability coefficient of all six parasocial interaction measures was 0.873. The reliability coefficients of all social capital measures were 0.684 for bonding factors and 0.899 for bridging factors. The reliability coefficients of purchase intention of environmentally and socially sustainable product measures were 0.921 and 0.947, respectively. The coefficients indicate acceptable reliability of the measures. This study used partial least squares (PLS) for structural equation modeling, which has good statistical power for samples. Social power, including referent (β = 0.018, p < 0.05) and reward (β = 0.359, p < 0.001), showed statistically positive effects on parasocial interaction. The results partially supported H1. Parasocial interaction showed statistically positive effects on social capital, the bonding factor (β = 0.578, p < 0.001), and the bridging factor (β = 0.651, p < 0.001). Thus, the results supported H2. For parasocial capital, bridging showed statistically positive effects on purchase intention of environmentally (β = 0.233, p < 0.01) and socially (β = 0.284, p < 0.01) sustainable products. Thus, the results partially supported H3 (see Table 1, Figure 1). Discussion This study contributes to clarifying the concept of social capital and determining the relationships between social capital and purchase intention for sustainable fashion products. This study contributes to the theoretical foundation and implications of social capital and sustainability. Specifically, social power, including referent and reward, positively influences parasocial interaction. Parasocial interaction has positive effects on social capital. In turn, social capital positively influences purchase intention for sustainable fashion products. This is the first study on the effects of social capital on purchase intention for sustainable fashion products in the fashion YouTube context. This study suggests that social capital is a strong influential variable for purchase intention regarding sustainable fashion products. Thus, fashion marketers should consider social capital management in the fashion YouTube context while tailoring their brand communications to enhance their sustainable marketing and management.

This study focuses on the value of fashion social platform and investigates the relationships between knowledge sharing and customer value. The study examines the effects of social network attributes on knowledge sharing in social platforms and the effects of knowledge sharing on customer value in social platforms. In the context of a fashion social platform, this study clarifies the concept of customer value, the role of knowledge sharing, and the relationships between knowledge sharing and customer value. The study builds a theoretical model regarding fashion social platforms and customer value that offers implications for fashion management practitioners.

Luxury brand marketers have recently turned their attention to luxury brand consumers and their social brand communities devoted to the brands. Luxury brands appeal to customers by enhancing their images regarding heritage, quality, and artistic value. Luxury fashion brands also establish social media communities to communicate their images more effectively. This study uses the key concepts of integration and interactivity to provide theoretical foundations to investigate luxury brand communities (LBCs) in the social media context. A survey was given to 252 members of Facebook fan pages for luxury brands from South Korea. This study examines effects of interaction as a process on perceived interactivity of LBCs in social media, and consequences, attitude, purchase intentions, and brand loyalties, hence offering implications for luxury brand management academics and practitioners

Motivated by the recent cases of negligent social responsibility as manifested by foreign luxury fashion brands in Korea, this study investigates whether agency costs depend on the sustainability of different types of corporate governance. Agency costs refer either to vertical costs arising from the relationship between stockholders and managers, or to horizontal costs associated with the potential conflicts between majority and minority stockholders. The firms with luxury fashion brand could spend large sums of money on maintenance of magnificent brand image, thereby increasing the agency cost. On the contrary, the firms may hold down wasteful spending to report a gaudily financial achievement. This results in mitigation of the agency cost.

3D printing is an additive software manufacturing technology for designing and creating real objects using a layering technique. Global brands including Coca Cola and Warner Bros have successfully offered the first 3D printing campaigns, but the market is still untapped for using 3D printing marketing in global advertising. Global brands potentially can undertake 3D printing technology campaigns that will offer innovative and strong experiences for enhancing brand values and competitiveness. Luxury brands are particularly recognized for their rarity, uniqueness, innovation, and classic traditions. Luxury brands can thus use 3D printing campaign experiences to expand the cultural imagination in coherence with luxury identifications. The purpose of this study is to examine the effects of 3D printing campaign experience on attitude toward campaigns, perceived value of luxury brands, and purchase intentions. The authors offer implications for advertising practitioners by constructing a theoretical model regarding 3D printing campaigns and perceived values of luxury brands.