Purpose The study aims to explore the digital fashion trend within Metaverse, characterized by non-fungible tokens (NFTs), across Twitter networks. Integrating theories of diffusion innovation, two-step flow communication and self-efficacy, authors aimed uncover structure influencer's social roles undertaken entities in fostering collaboration for advancement Metaverse fashion. Design/methodology/approach Social network analysis examined critical graph metrics profile, visualize, cluster...

Purpose Drawn from the P-A-D approach, purposes of this study are (1) to investigate impacts website attributes on emotional branding process, and (2) examine mediating effects three affective dimensions pleasure, arousal dominance behavioral response towards fashion brand website. Design/methodology/approach By employing quantitative approach survey method, data were collected in US a sample 220 participants was used for analysis. Structural equation modeling analysis conducted identify...

Increased demands for sustainable apparel products require research to understand better how encourage buying behavior effectively, especially in the understudied areas of cross-cultural research. This study, which includes respondents from UK, US, and China (total n = 711) who completed an online survey, explores determinants behavioral intention toward (SAP). paper contributes examine both consumer characteristics (shopping values, consciousness sustainability, perceived effectiveness,...

Given that novel merchandising informatics is seen as a better approach to studying eco-friendly markets, this study aimed explore consumer socialization of sustainable networks based on the theory socialization. By employing social network analysis using NodeXL program, we examined class hierarchy, investigated structure agent–learner relationships, and explored learning properties eBay Green Team Facebook network. The results indicated has been structured ‘tight-crowd network’ through...

Adapting the circular economy to fast fashion requires transitioning a responsible business model that reduces overstock and promotes pro-environmental ‘less consumption’ trend. This study, grounded in goal-framing theory (Lindenberg & Steg, 2007) examines how goal-framed attitudes sustainability literacy influence consumers’ consumption intentions. Analyzing data from 299 Prolific respondents, multiple regression results showed toward ‘circular economy’ ‘reliable information,’ alongside...

KakaoTalk has become a reputed mobile social network and an inseparable part of people's lives by leading the industry in South Korea. However, there is lack studies academia regarding perception consumers assessment toward marketing services KakaoTalk. Based on theoretical orientation Elaboration Likelihood Model (ELM: Petty & Cacioppo, 1986) electronic service quality (E-S-QUAL: Parasuraman, Zeithaml, Malhotra, 2005), this study investigates effects information sources (Charles Richard,...

Sephora's platform can be of value by its' unique, open-sell environment with an ever-increasing product assortment in omnichannel. Focusing on Twitter communication, this study explored the network and visualized four indie-brand' social networks. Using analysis (SNA), we identified (1) communication patterns topics brands' tweets, (2) structure conversations sub-cluster each brands, (3) characteristics influential consumers who are actively sharing opinions ideas. The findings that...