In order to communicate brand concepts and values to the young generations, many brands are highly active on social media platforms such as Twitter, Facebook, and Instagram. Brand-Generated Content has already become the most common marketing strategy for fashion brands and plays a significant role in influencing consumers’ purchase intention. With increased competition on social media platforms, companies need to understand which posting features can bring in more consumer engagements such as number of likes and comments on social media platforms. In this paper, we develop (1) a model to predict the number of likes and (2) a methodology to detect anomaly of posts that have unusually high percentage of negative user comments based on Instagram design variables, including semantic text meanings, facial expressions, color scheme and background of photos, and post timing, among others. We collected a data set of brand-generated Instagram posts from ten fashion brands. The data covers the image, text, and user comments posted between 2019 and 2020. Image features were extracted using Convolutional Neural Network, and text topics were generated through Latent Dirichlet Allocation. Our results will help managers design Instagram posts to increase consumer engagement and to reduce negative consumer reactions.

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.

Some well-known luxury fashion brands log off social media or deliberately keep their accounts empty. The article investigates how consumers of high-end fashion brands react to this social media strategy through a series of experiments. This study provides managerial implications for social media strategy of luxury fashion brands.

This study analyzed the effects of fashion creators’ innovativeness and attractiveness on consumer response and orientation toward a sustainable relationship in personal media. A survey was conducted with consumers aged in their 20s and 30s who had experience in sharing video content or writing comments and participating in fashion creators’ real-time broadcasting of personal media. The results show that the innovativeness of fashion creators was classified into originality, opinion leadership, variety, and adventurous spirit, while attractiveness was classified into physical, social, and professional attractiveness. Consumer responses were classified into either emotional or cognitive responses, and sustainable relationship orientation was classified into communication, sharing, and relationship sustainability. The originality and variety of the fashion creators positively affected the emotional and cognitive responses of consumers. Adventurous spirit positively affected emotional response, whereas opinion leadership positively affected cognitive response. In addition, the social and professional attractiveness of fashion creators positively affected consumers’ emotional and cognitive responses. Emotional and cognitive responses positively affected consumers’ sustainable relationship orientation. The originality and opinion leadership of the fashion creators positively affected the three factors of sustainable relationship orientation, while variety positively affected communication and relationship sustainability. Fashion creators' social and professional attractiveness positively affected the three factors of sustainable relationship orientation, and physical attractiveness positively affected relationship sustainability. The results of this study are expected to provide useful data on the direction of fashion startups using personal media and marketing as well as distribution strategies in the fashion industry.

Forming perceptions and having experiences through digital media is becoming more common than having in-person relationships in digital media environment. This study, which was conducted when Fashion Week transitioned to a digital platform in 2020, focuses on fashion shows that are announced through social media. The purpose of the study is to explore how traditional fashion media change through social media and what their media characteristics are from the perspective of remediation, which has been suggested by Bolter and Grusin (1999) as the logic of change in the new media. The results of the case analysis in this study, based on the definition and logic of remediation outlined through a literature review, are that social media fashion shows are remediated from traditional fashion shows in the manner that they are represented, improved, refashioned, and absorbed. The characteristics of remediation expressed in social-media-based fashion shows were derived from repurposed video content, improved the elements of fashion shows to express the shows in various ways, expanded places within the fashion shows, and decontextualized and visually flattened spatial discontinuity, and from genre transitions and perceptual shifts. Socialmedia- based fashion shows are becoming a tool to renew the fashion experience and views of fashion and strengthen the authenticity of the brand by interacting with the audience, improving on the spatial limitations of traditional fashion shows, and diversifying fashion presentation methods.

The aim of this study is to investigate fashion activism that supports sustainability by pursuing social transformation through social media. This is achieved by publicizing the environmental and labor problems of the fashion industry. For this study, a literary survey and netnography were conducted from January 2017 to November 2020. We classified and analyzed environmental and labor issues that could be considered fashion activism on social media. The results are as follows. First, movements for conscious consumption appeared as #haulternative, #fashionourfuture, #SecondHandSeptember, and #wornwear projects. These movements are concerned with buying used goods, re-dressing clothes owned by individuals, and transforming and wearing them with new methods. Second, activism for environmental protection includes #fashionOnclimate by Global Fashion Agenda and Sustainable Fashion Matterz’ #Watermatterz. These movements are directly involved in learning about the seriousness of environmental destruction caused by the fashion industry and participating in environmental protection with critical awareness. Third, the #whomademyclothes and the Clean Clothes Campaign are activism for improving the working environment, and are playing a role in publicizing labor issues by informing the general public about inadequate working conditions linked to the fashion industry. Thus, fashion activism on social media examined in this study can contribute to visualizing chronic problems that hinder sustainable development within the fashion industry.

A new form of media is changing the expression and content of fashion. In this paper, fashion films that have appeared since 2010 - when digital fashion communication was increasing - will be discussed and explored to consider how technological transitions in fashion media are changing the appearance and role of fashion. A literature review was conducted to derive characteristics, types, and expressive elements of new media fashion films, which were defined for this study as fashion films produced and distributed since 2010 using digital media. Films were categorized into three types: promotional, editorial, and independent fashion films. Furthermore, elements of the films were identified as fashion mise-en-scene, auditory structure, and content structure. Types and expressions of digital fashion images in 40 fashion films were analyzed according to these elements. The results showed that promotional fashion films maximize various narrative and sensory effects on fashion products, whilst editorial fashion films strengthen the role of entertainment. Independent fashion films expand the area of fashion and promote the diversification of fashion systems. Moreover, the results show that fashion films are not a secondary form of media that just expresses fashion; they provide a tool for the creation of new fashion content. New media fashion films promote the expansion of expressive spectra and boundaries, offering various multisensory experiences of fashion, and enhancing creativity and the aesthetic values of fashion.

The research employs factor analysis, followed by a MANOVA procedure to explore relationships between fashion consumption and social media usage behavior based on data collected from 447 individuals. Findings suggest that social media usage and apparel consumption motivations interact, particularly for whom use social media for instant-self presentation.

Using an experimental design, we investigated whether the relationship between apparel product novelty and consumers’ curiosity depends on perceived fashion influencers’ socioeconomic status. In addition, we investigated mediating role of curiosity in the product novelty effect on purchase intentions and intention to use a social shopping service.

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.

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.