Consumer brand engagement (CBE) signals propensity for brand purchase. A scale proposes three dimensions of CBE (i.e., cognitive, affective and activation dimensions) but the dimensions prominent and driving brand purchase intentions in an Instagram cosmetic purchase context need examination. In this context, this study tests Hollebeek, Glynn and Brodie’s (2014) 10-items/3 dimensions scale and examines an outcome of cosmetics brand purchase intention on Instagram. Data was quantitatively collected from 203 consumers who were students and non-students using convenience and snowballing non- probability sampling method. Confirmatory factor analysis and structural equation modelling were used to analyse the data. The results revealed that although the three CBE dimensions were identified in a Cosmetic Instagram purchase context, it was the affective and activation dimensions that positively predicted consumers’ intentions to purchase cosmetic brands after engaging with the brand on Instagram. Theoretical and practical implications are provided.

The rapid advancement of technology has created unprecedented opportunities for brands to engage with their existing and potential consumers through digitally enriched products. One such technology that enables the digital enrichment of analog products is augmented reality (AR). Through AR, consumers are able to directly interact with brands, for example, by scanning a product to unlock animated digital content that prompts them to take reciprocal actions. Recognizing that technologies that fail to actively engage consumers may struggle to realize their full potential, our study incorporates consumer brand engagement as a key factor of investigation. Consumer engagement with the brand signifies a higher level of commitment and aids in building lasting and beneficial relationships, as well as enhancing brand knowledge, ultimately positively influencing consumer-based brand equity.

The economic harm and survival fear caused by environmental conflicts are most likely to become the psychological lever to drive individuals to adopt environmentally friendly behaviours. From the perspective of environmental conflict, this paper will explore the transmission mechanism of environmental conflict on individuals’ pro-environmental behaviour through three experiments.

Given the conundrum of moral washing in CSR communication, this research examines the effectiveness of narrative richness using storytelling in marketing. In the process, the moderating role of moral imagination is further explored. An online experiment with a 2 (Narrative Richness: High vs. Low) x 2 (Moral Imagination: High vs. Low) between-subjects factorial design was conducted with two well-known companies (Shell vs. Facebook) suffered from a reputation crisis as the target brands. The results (N = 287) showed that the effects of narrative richness on consumer responses, including positive emotion, negative emotion, and behavioral intention, were significant for Facebook whereas its effect on positive emotion was significant for Shell. Most importantly, the two-way interaction between narrative richness and moral imagination on attitude toward the brand was significant for Shell, indicating that the effect of narrative richness on attitude toward the brand was augmented by moral imagination. In other words, consumers with high moral imagination view narrative-rich messages with virtuous thoughts to figure out the conundrum of CSR communication for the company, and vice versa. Theoretical and managerial implications are discussed.

Digital fashion represents key technologies for the online environment, and it has been used as a new marketing strategy for the fashion industry. As consumer digital experience has been diversified, research on the effect on consumer attitudes and behavior toward digital fashion needs to be investigated. This study examines the effect of visual tactile and presence of VR fashion stores on consumer attitude via consumer surveys. Visual tactile and presence positively influence consumer experience which includes fantasy, feeling, and fun. In addition, these three experiences positively affect consumer attitude. The moderating effect of cyber motion sickness is discussed. Academic and practical implications for digital fashion are provided.

In recent business activities, well-being-based management approaches have become increasingly important. Consideration of consumer well-being is one of them. In particular, social demand and interest in health are incredibly high, and the health-related services market has significantly expanded. However, since the WHO's definition of health was established, the concept of health has become multi-dimensional. There is much overlap with other concepts, such as well-being and quality of life. As a result, even for health-related services that are supposed to contribute to consumers' health, the critical term "health" is still used ambiguously by both service providers and consumers. It could increase the uncertainty of the benefits of the services and cause difficulties in the continued use of services for consumers.

The current research introduces a novel relationship between consumer attitudes toward time and consumer well-being, connected to organic food consumption based on the findings from 206 American consumers. Consumer motivations to seek nutritional information appears as a mediator impacting organic food purchase intentions. Practical and theoretical implications are discussed.

The market for counterfeit luxury goods is growing rapidly, with estimates suggesting that counterfeit trades are valued at around $4.5 trillion globally, with 60% to 70% of this being made up of counterfeit luxury goods. Research has shown that counterfeits dilute the perceived quality of luxury brands and reduce consumers' purchase intentions. Non-fungible tokens (NFTs) are a form of ownership record that is linked and stored on a blockchain.

This study examined the combined effects of scarcity appeals and time remaining from the travel date on attitudes toward advertising and purchase intention. The results lead to a rationale for disparate advertising strategies of scarcity appeals considering the temporal distance of a consumer's hotel booking.

Following a series of major breakthroughs in artificial intelligence (AI) technology, it is believed that the use of AI technology can fundamentally subvert many industries and business fields, one of which is marketing. For instance, AI is likely to become a key driver of how advertising and marketing activities are conducted (Qin and Jiang, 2019) and thus dramatically change marketing strategies and customer behaviors (Davenport et al., 2020).

E-commerce has seen significant growth since the outbreak of the COVID-19 pandemic. This has led to changes in consumer preferences and increased pressure on companies to develop effective e-commerce and social media capabilities to retain customers. This study examines the impact of these capabilities on customer retention and firm performance by collecting quantitative data from 160 small U.S. e-commerce companies in the fashion industry. The study finds that customer retention positively relates to firm performance and that factors, including cross-device shopping, payment methods, page speed, standard delivery time, Pinterest activity, and Instagram activity, significantly impact customer retention. The study suggests strategies for companies to remain competitive in the dynamic e-commerce landscape.

While companies and brands have always collected and used customer data for multiple purposes, the advent of smart devices, Internet of Things (IoT), and big data has made it much easier to access and utilize consumers’ personal information. For consumers, however, such ease of access to their personal data and frequent cases of data breach have increased their concerns about data privacy (Harris & Associates, 1996; Milne et al., 2004). Nevertheless, consumers continue to share their personal information with companies and brands in the digital environment (Turow et al., 2015).

The Metaverse is a digital space that utilizes the internet and augmented reality to blend real-life and virtual experiences. This emerging environment offers opportunities for individuals to purchase goods and services, enjoy entertainment, and participate in virtual events. By utilizing Direct-to-Avatar (D2A) and Metahuman (D2M) approaches, brands can create more seamless and immersive customer experiences, representing a progression in omnichannel evolution. Despite this growing interest in the Metaverse, there is limited research on how it impacts consumer perceptions. To address this gap, a qualitative study was conducted involving semi-structured interviews with C-level executives in the fashion industry, alongside two experimental studies that examined hypotheses related to the Metaverse experience. The results revealed that customer experiences in the Metaverse enhance perceived seamlessness and customer engagement. These findings can assist managers in identifying innovative ways to improve customer experiences, including developing new paradigms for the phygital world, combining elements of both physical and digital reality, and creating distinctive brand-customer interactions.

A new high-tech product - lab grown meat (LGM), has been gaining media attention while initiating public discourse on social media (SM) platforms. This netnographic study is based on a dataset of selected SM public posts, comments and discussions collected during 30 days in early 2023. The findings indicate that LGM is highly contradictory, while not being fully understood how it is produced or when it will become commercially available. The findings indicate that this novel food requires carefully designed marketing strategies: when naming a new product category; must allow transparency and sensibly explain all product’s attributes; and invest time and efforts to educate consumers, leading to higher adoption rates when launched on mass consumer markets, as an alternative to conventionally grown foods.

This study examines Japanese consumers’ innovative behaviors toward adopting electric vehicles (EVs) and the differences between male and female car owners in the adoption process. A theoretical framework is formulated based on six constructs: passive innovation, active innovation resistance, cognitive innovativeness, affinity for newness, social innovativeness, and actualized innovativeness. The premise of the study is to investigate whether these key independent constructs differentially influence Japanese car owners’ actualized innovativeness to adopt electric cars. This research seeks to address the following research questions.

The wide application of digital media technology in fashion shows has become the epitome of the development and innovation of today's fashion industry, enabling designers to break through the constraints of time and space, changing the performance of today's fashion shows, and making them present unprecedented new features. With the development of information technology, the integration of emerging digital technology and the fashion industry is accelerating. So far, separate studies have been carried out in various academic fields on the combination of Metaverse and NFT, but the current status and nature of relevant research are still incomplete. Furthermore, the current research on virtual fashion shows and NFT in China's apparel industry is limited. The purpose of this study is to investigate the influence of digital fashion marketing stimulation on consumer brand attitudes using the stimulation-organ-response (SOR) framework model. By analyzing 77 cases of virtual fashion shows in China, this study obtained antecedent variables and designed a research model. An online sample of 300 Chinese Gen Z consumers was collected and analyzed using SPSS and FSQCA. This research hopes to provide valuable information for the sustainable development of China's fashion industry, and to help Chinese fashion brands confirm the future market development direction of Metaverse and NFT.

A new type of food created in laboratories – lab grown meat (LGM) is an alternative to traditional animal farming and attracting attention of media, industry experts and consumers. Why is this new product so controversial? It is claimed that cell-based meat production is more environmentally friendly, ethical and sustainable than traditional methods that involve animals. Hence, being less harmful and potentially slowing down environmental degradation that leads to climate change. However, consumers have concerns regarding product quality, sourcing of cells used for production and use of growth serums. So many differing views are present, even before LGM is introduced as a marketable product. This paper examines what drives public discourse regarding how this new industry can be regulated, technology and how social media posts, fake news and publicly available rhetoric address consumer concerns and consumer acceptance regarding this new food category.

In the new digital age, the emergence of user-generated content enables consumers to enjoy greater freedom and control over their behavior on the internet and assume more active roles in sharing brand-related information with others. This research examines the role of brand engagement on consumer psychological ownership, purchase intention, electronic word of mouth (eWOM), and consumers’ willingness to defend the brand on social media. The findings provide evidence of consumer psychological process to demonstrate that companies can use social media to engage with consumers, so consumers are likely to spread positive WOM and be protective of the brand. It is important for marketing managers to assess the level of brand engagement on social media sites and develop tools and techniques to increase consumers’ participation such as using subliminal priming on brand image, with an aim to create a close consumer brand relationship.

Social media began to boom in the 2000s. According to statistics, there are 92.3% of internet users are social media users who spend nearly two and a half hours daily on social media. Instagram is considered the most popular image-sharing platform, with more than 1.2 billion monthly active users. Meanwhile, consumers nowadays refer to and follow online reviews to assist their decision-making process more efficiently.

Webpage cookies collect and authorize access to users’ online footprints and regulate the data authorization for access, sharing, and usage. Data authorization, which is built based on, but exceeding cookies protocol, enables personalized recommendations under the framework of data-driven content-user matching in a way against customer privacy invasiveness and data breaches. However, gaps exist in how users’ desire for a personalized experience and the site’s perceived ethics contribute to the site-trust and cookies acceptance of categories at each type of site and how businesses’ reward incentives and cookie-based controls may intensify the willingness to contribute to the user data donation continuously.