Fashion companies develop initiatives in the Metaverse, especially through Gamification, Non-Fungible Tokens or Shopping experience. Through a Systematic Literature Review in Metaverse and Fashion Communication and Systematic Content analysis in Vogue Business and The Business of Fashion we highlight the best actions in the metaverse and their future application.

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.

Customer engagement has been a focus of a significant amount of research. Most of the prior research on customer engagement typically focused on engagement and loyalty in loyalty program context, while the impact of rewarded customer engagement on program members has largely been missed out. Additionally, no prior study yet has focused on the conceptualization of rewarded customer engagement, while exploring and comparing its significance on various digital platforms, such as loyalty programs and Metaverse. Thus, this study aims to conceptualize rewarded customer engagement while investigating its impact on loyalty program members, and whether it induces and/or encourages their engagement in brand’s Metaverse platform(s).

The paper examines how omnichannel communication of sustainability of luxury fashion brands enhance consumer brand engagement. We propose a multiple case study of four Italian high-end fashion brands. The study advances the literature on sustainable luxury fashion and omnichannel communication and offers guidelines for managers to effectively communicate sustainability.

Consumer brand engagement has recently drawn attention for researches because of its importance in predicting brand loyalty. Meanwhile, social media is used as digital marketing tools for marketers to attract and engage younger consumers. This study aims to answer the question whether social marketing efforts by fashion brands on major social media platforms have influence on consumer brand engagement in the context of Vietnamese fashion brands. Social marketing efforts include five dimensions of entertainment, interaction, trendiness, customization and word-of-mouth. Although social marketing efforts has been examined in relationship with other important marketing concepts such as brand equity and customer equity (Godey et al., 2016; Kim and Ko, 2012), few studies have investigated its effect on consumer brand engagement, especially in fashion brands. Besides, Vietnam as an emerging market is witnessing considerable changes that social media brings to every field including fashion markets. It is noticeable that more and more fashion brands in Vietnam are trying to expand and advance their marketing strategies on social media to engage consumers. In this study, a self-administered online survey was delivered to Vietnamese consumers, which included 281 valid responses who followed Vietnamese fashion brands on Facebook or Instagram. The empirical results show that social media efforts engage consumers differently on brand engagement dimensions. The key finding indicates that entertainment and word-of-mouth are positively related to brand engagement in affective, cognitive and behavioral dimensions. Interaction is positively related to affective and behavioral brand engagements. Trendiness is positively related to behavioral brand engagement. Finally, customization is positively related to cognitive brand engagement.

Social media has emerged as a prevalent tool for businesses in recent years through which brands actively engage in promotions. This development has resulted in several social media trends aimed at garnering increased consumer engagement on various social media platforms that brands utilize routinely. We investigate one such prevalent social media trend: brands sharing memes. Several popular brands, such as Netflix, regularly post memes on social media platforms. Therefore, it is important to study the brands’ use of memes and their resultant impact on consumer behavior.

The economic recession and changes in purchasing habits of young adults (aged 18–25) has led to a decline in the sales of Japanese fashion apparel. This younger generation’s choice of fashion items is primarily based on price. They are not devoted to a favourite brand with a frequent purchase history. Thus, developing customer loyalty and strengthening brand value are essential for the fashion industry. This study explores the improvement in fashion companies’ financial performance (FP) through young generation’s behavioural brand loyalty (BBL) from two aspects: social media brand engagement (BE) and loyalty programmes (LPs). This study listed 14 popular Japanese fashion brands which belonged to 14 publicly traded companies in Japan. Further, we surveyed 183 consumers about their brand related behaviours. The findings reveal the positive and negative effects of the same variable (BE and LPs) on the outcome (short- and long-term FP), indicating that not all activities related to BE and LPs boost FP. FP is influenced by various combinations of these causal factors and complex situations, such as consumers’ demographics and shopping characteristics. The results deepen our understanding of brand loyalty formation and the linkage among BE, LPs, and FP in a realistic marketplace, and offer multiple practical solutions to achieve high levels of short- and long-term FP by targeting the right consumers based on their specific characteristics.

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

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

Luxury companies are striving to improve their communication with customers while paying attention to online promotion and marketing activities. As companies interact with customers in luxury brand communities via various channels, they yield consumers higher value throughout the effective consumption process. In addition, this connection enhances customers’ understanding of the company, making it easier for companies to acquire empathy from customers. This study aims to analyze the value factors that affect luxury brand community members’ purchase intention and brand attitude. This study utilizes online survey results of four hundred prestige brand community users in China. The results reveal the positive effects of customer engagement on customer psychological empowerment and flow, the positive impacts of customer psychological empowerment and flow on community identity and brand attachment, the positive effects of community identity on purchase intentions, and the positive effects of brand attachment on purchase intentions and brand attitude. Furthermore, the results show that community types and fashion involvement partially moderate customer engagement. This study provides theoretical suggestions for relationship marketing in the luxury brand community environment. Last, this study presents practical implications that companies could utilize to create an emotional connection with their community members, resulting in an increase of customer support.

The Portuguese tourism sector has grown steadily in recent years and will continue to generate a series of opportunities and challenges for which answers will be needed to ensure a structured growth path for the sector. Research on CSR in tourism is still sparse (Dwyer and Sheldon, 2007). In an attempt to address this issue, this study analyses whether the CSR consumer perceptions and consumer engagement are significant variables supporting the success of a long-term relationship in the tourism sector as a brand love. Knowing the role of the perceived community, environmental and consumer’s aspects of CRS image, the levels of personal involvement in tourism play an important role in the relationship between the social concerns of tourists, their responsible behaviour and the relationship that they establish with the place. A quantitative methodology was employed for this research. It was used a survey to measure relationships between constructs on a theoretical model. The questionnaires were administered to tourists (nationals and internationals) in the main tourist’s points in the Porto city during the month of October 2017. A sample of tourists produced 958 useable questionnaires. Structural Equation Modelling (SEM) using maximum likelihood estimation and bootstrapping method was conducted to test the validity of the model and the formulated hypotheses. The results obtained in the estimation of the proposed conceptual model show that in respect to the corporate social responsibility image all the variables considered to explain that image are statistically significant. The tourists CSR image of the city of Porto leads to an increase of brand love and the consumer engagement with the city of Porto leads to an increase of brand love too. This is the first time that this evaluation has been carried out for the Porto city and it proves to be necessary information for the various stakeholders who work in the sector, including local organizations, companies and industry leaders, among others.