Fashion Philanthropy and Customer Collaboration for Millennial Consumers: The Case of TOMS

TOMS Shoes (TOMS) was founded based on the company’s philanthropic mission that delivers a pair of shoes to a person in need with each purchase. The TOMS’s business model is distinct from previous models of corporate social responsibility in that TOMS takes philanthropy as the nucleus of their business, and involves its customers as core execution partners of philanthropic giving

Does the Purpose of Using Social Media Platforms Affect Relations between Consumers and Brand?

This study explores consumers\u27 motivation to use social media platforms. Psychological Sense of Community and Media System Dependency theory have been used as a theoretical lens to explore consumers\u27 motivations

The impact of study away in the Fashion Merchandising curriculum informed by student and alumni experience

The purpose of this study is to explore links between the knowledge/skills graduating seniors and alumni perceive they acquired in a Fashion Merchandising program and relationships with participation in a study away program. Findings are expected to inform study-away infused curriculum development and strengthen knowledge/skills needed for the workplace. Of the 215 respondents (64.5% graduating seniors and 35.5% alumni), more than half had experienced a study away program. The student and alumni group who studied away provided significantly different ratings of knowledge and skills gained in critical thinking skills (p=.02), writing ability (p=.05), and artistic skills (p=.05). These findings align with ITAA Meta-Goal Competencies of Critical thinking, Leadership/management, and Analysis/synthesis, further justifying a study away curriculum requirement. Future studies are encouraged to investigate specific components of the study away experience and its relationships with critical thinking skills, writing skills, and artistic ability to further develop curriculum and implement in course learning objectives

Does Consumer Innovativeness Matter? An Examination of Multi-Dimensional Consumer Innovativeness Motivation on Intention to Adopt 3D Printed Fashion Products

The purpose of this study was to examine a multi-dimensional model of consumer innovativeness in the context of 3D fashion products. In particular, this study explore multi-dimensional consumer innovativeness in relation to a hierarchical model of adoption of innovation (innate-domain specific-intention). A total of 328 useable complete responses were collected and analyzed with Mplus for the structural model and SPSS 23.0 for descriptive statistics. The results of this study confirm the effects of motivational innovativeness as a predisposition to have a positive attitude towards adoption of 3D printed fashion products

I or She ? The impact of visual perspectives on creation of consumption imagery on Instagram

This study examines how visual perspective in the image (visual perspective: first-person vs. third-person) of a brand post creates consumption imagery (imagery fluency) and consumption imagery acts as the underlying mechanism that drives attitudinal and relational outcomes on Instagram. Our results reveal that a first-person visual perspective on brand post increases viewer\u27s imagery fluency more than a third-person visual perspective (H1). This imagery fluency enhances consumers\u27 self-brand connection (H2a), attitude toward a brand\u27s Instagram (H2b), and intention to extended information search (H2c). Additionally, the effect of visual perspective on self-brand connection (H3a), attitude toward a brand\u27s Instagram (H3b), and intention to extended information search (H3c) are mediate by imagery fluency. This study contributes to the existing literature in the area of brand marketing and social media and offers practical insights by showing the importance of visual perspective in leading the success of a visual strategy

Instagram As a Search Engine: Can Browsers Convert to Shoppers?

The progressive popularity of visual-focused social media such as YouTube and Instagram has developed consumers\u27 use of these channels as information search engines, while common outlets such as AOL, Bing, and Yahoo! become a less attractive approach. This study aims to identify indicators of Instagram\u27s content quality and system quality to develop a research model that depicts consumers\u27 experience of social media as a search engine. We adopt the theory of flow as a theoretical framework, and investigate how consumers\u27 flow experience in information search on Instagram converts browsers into shoppers with intention to purchase. By conducting an online survey, the results of analyzing 200 responses supported that visual aesthetics, textual information, and interactivity influenced flow experience. Thus, findings from this study demonstrated the effectiveness of social media, in particular Instagram, as a search engine, and the importance of flow experience in consumers\u27 conversion into potential shoppers. Theoretical and managerial implications are discussed

Chanel’s Invitation to Backstage: The Effects of Visual Storytelling and Content Ephemerality on VIP emotions

This study attempts to investigate the effect of visual storytelling on VIP emotions in luxury fashion brands’ social media communication and how the effect interacts with different presentation modes such as high- and low-levels of ephemerality (i.e., Instagram Stories mode vs Instagram regular posts, respectively)

Promoting positive experiences: Students perceptions and future intentions from attending a Student Organization and Competition Fair

This study explores the role of extra-curricular activities among students. In particular, this study focuses on investigating the effects of student organization and external competition fair on creating students\u27 motivation. Flow and Student Engagement theory supports students\u27 active involvement on campus. The finding highlights the importance of extra-curricular activities on students overall

Fashion Philanthropy and Customer Collaboration for Millennial Consumers: The Case of TOMS

TOMS Shoes (TOMS) was founded based on the company’s philanthropic mission that delivers a pair of shoes to a person in need with each purchase. The TOMS’s business model is distinct from previous models of corporate social responsibility in that TOMS takes philanthropy as the nucleus of their business, and involves its customers as core execution partners of philanthropic giving.</p

The impact of study away in the Fashion Merchandising curriculum informed by student and alumni experience

The purpose of this study is to explore links between the knowledge/skills graduating seniors and alumni perceive they acquired in a Fashion Merchandising program and relationships with participation in a study away program. Findings are expected to inform study-away infused curriculum development and strengthen knowledge/skills needed for the workplace. Of the 215 respondents (64.5% graduating seniors and 35.5% alumni), more than half had experienced a study away program. The student and alumni group who studied away provided significantly different ratings of knowledge and skills gained in critical thinking skills (p=.02), writing ability (p=.05), and artistic skills (p=.05). These findings align with ITAA Meta-Goal Competencies of Critical thinking, Leadership/management, and Analysis/synthesis, further justifying a study away curriculum requirement. Future studies are encouraged to investigate specific components of the study away experience and its relationships with critical thinking skills, writing skills, and artistic ability to further develop curriculum and implement in course learning objectives.</p