Social media and Internet data offer rich opportunities and vexing challenges for
sociocultural research. Explaining and extending prior approaches, Netnography …

Purpose–The purpose of this paper is to investigate Generation Y consumers' luxury fashion
consumption. Generation Y is becoming a very important segment for the luxury market in …

Purpose This paper aims to investigate the mediating effect of brand love on purchase
intention and word-of-mouth through mystery, sensuality and intimacy as brand image …

An empirical study was conducted using a developed research model that hypothesized the
effects of selected variables on information seeking behavior at social network online …

Purpose–In the past few years fashion blogs have become a popular form of user‐
generated content, and consequently, the fashion industry has shown great interest in …

Purpose–Over the past few years online fashion communities have proliferated becoming
an increasingly powerful forum for user-generated content, and consequently, the fashion …

Purpose–The purpose of this paper is to report on exploratory research that aims to
contribute to knowledge on online branding, and the way in which the online channel is …

Purpose–The purpose of this exploratory study is to propose a new methodological
approach to investigate brand associations. More specifically, the study aims to show how …

Purpose The purpose of this paper is to advance the theory and practice of luxury and
masstige brand advertising effectiveness by decoding symbolism imbedded in fashion …

This study explores the meaning of luxury brands through the use of visual narrative art
created from studying consumer blog entries. The article describes visual narrative art as a …