This study assesses the fashion blogging content and what type(s) of content categories attract SNS users’ attention on Chinese social networking sites via content analysis and eye-tracking methods. Fashion bloggers need to optimize their content strategies to remain outstanding in competitive online environments. Based on literature review, we generated five content codes social fashion blogging posts, and examine the effect of the posts based on fixation count, the duration, and time to first fixation. Study one categorised posts themes into the codes. Then examine and analysis the frequently used content, how these influence on audience attention through includes total fixation duration (TFD), fixation count (FC) and time to first fixation (TFF). The findings could provide guides for fashion bloggers to generate more effective and engagement content to audiences.

This research aims to identify the main drivers behind consumers’ connection with fashion brands on social media. With a sample of 29 in-depth interviews with French individuals the study analyzes why and how consumers connect with fashion brands on social media platforms. Our results disclosed three categories of drivers: information with characteristics of information seeking, need for “staying in”, public self-consciousness and tracking promotions; aspirational with characteristics of entertainment, visual enjoyment, and dreaming; and last social with characteristics of need for belonging to brand community, social contamination, and benchmark with reference groups. Theoretical and empirical implications are discussed as well.

Unlike slow fashion that takes workers, consumers and environmental welfare into consideration, fast fashion is criticized for neglecting these. This study investigates attitudes and adoption intention of the slow fashion concept among young adults in South Africa, a highly socio-economically unequal emerging market. An extended information adoption model will be adapted and tested through a self-administered survey of 300 respondents. The results will provide marketing professionals, environmental and consumer interest groups and policy makers with valuable insight into barriers and motivators of slow fashion idea adoption among young adults who are a large, influential and profitable consumer segment.

Cortical activity was assessed in fashion-luxury consumers with a different sustainability orientation, in order to obtain insight on implicit dynamic towards eco-luxury products. Findings highlighted a strong emotional negative impact elicited by sustainability pictures implying a high engagement in luxury consumers when exposed to specific sensitive issues.

This study aimed to identify the effects of shopping environmental stimuli on Chinese consumers’ functional and symbolic value perceptions toward luxury lifestyle fashion stores. An enhanced S-O-R (stimulus-organism-response) model was used as the theoretical foundation. Significant relationships were identified between shopping environmental stimuli and the perceived values.

This research develops an under-investigated aspect of the business literature regarding firm-created and user-generated social media communication and their influence on purchase intention of endorsed fashion products. The results indicate that (i) brand equity mediates the relationship between social media communication and purchase intention of endorsed fashion products, and (ii) the mediational role of brand equity is further moderated by the consumer’s self-congruity with fashion brands.

Introduction Theoretical Development Research Design Result and Conclusion