A video is worth a thousand words: Scale development for consumer-to-consumer social interaction

Consumers increasingly share information about products, services, and brands with other consumers via online and offline channels. They chat about purchases with friends, post pictures of new products on Instagram, write restaurant reviews on Yelp, and tweet about brands. Researchers have shown that these types of active consumer social interactions (ACSI) lead to increased sales, purchase intentions, product judgments, and product diffusion. However, despite the influential nature of ACSI, few researchers have created validated scales to measure a person\u27s intention to engage in ACSI (ACSII) that encompass the wide range of communication activities that comprise the construct. Therefore, to address this gap, the current research developed a reliable, validated scale measuring six distinct ACSII activities: word-of-mouth, video sharing, texting, emailing, online reviewing, and blogging, that were shown to be generalizable across positive and negative product and service scenarios. The method involved eleven steps and three rounds of data collection to ensure a reliable and valid scale. First, a comprehensive literature review was conducted to define the construct of ACSII, investigate related variables, and place the ACSII construct in a theoretical framework. Then, a pilot study with 912 students and staff of a large midwestern university was conducted to gather qualitative data from participants about experiences with ACSI in order to confirm and adjust the conceptualization of the ACSI construct outlined in the literature review. The data from the pilot survey were analyzed, and 97 initial items to measure ASCII were developed from the analysis. The content validity of the items was assured through the comprehensive literature review, pilot data analysis, expert reviews, and pretests with graduate students. The items were then assessed for reliability and construct (including convergent, discriminant, and nomological validity) and criterion validity and refined with two samples and five consumer scenarios. The factor structure of the ACSII scale was uncovered and the number of scale items was refined using exploratory factor analyses. These analyses resulted in a 30-item scale measuring six distinct, correlated, ACSII factors: video sharing, WOM, emailing, texting, online reviewing, and blogging. The construct and criterion validity of the scale were assessed with confirmatory factor analyses (CFAs) and structural equation modeling (SEM). The reliability of the ACSII factors was excellent and the CFAs and SEMs established the convergent and discriminant validity of the scale, partially established nomological validity, and confirmed the criterion validity of the scale. These analyses culminated in a reliable and valid ACSII scale that was shown to be generalizable across positive and negative product and service experiences in the apparel, electronics, and food services industries

Safdie

The safdie jacket and dress were inspired by Canadian architect Moshe Safdie’s Habitat 67. Habitat 67 is an experimental housing complex that Safdie designed for the 1967 World Exhibition in Montreal (Baker, 1997). The building features interlocking housing units and clear covered pathways and was envisioned with the themes of progress and technology that were central to the exhibition (Corbeil, 1985)

How do you connect? Comparing word-of-mouth and electronic word-of-mouth communication channel choice amongst generational cohorts

The current research investigated differences between consumers of various generations in their use of online and offline communication channels to share information about positive and negative apparel-related product experiences. Two apparel-related product scenarios were created that would be likely to cause consumers to engage in positive and negative WOM and eWOM. An online survey was disseminated that included the two scenarios and items measuring intention to communicate via five WOM and e-WOM channels (talking, emailing, texting, posting online reviews, and blogging). The sample included 23 Millennials, 432 generation X, 348 baby boomers, and 102 silent generation consumers. Results indicated significant differences between generational cohorts in intentions to communicate via the five channels

It All Adds Up: Flipped Classroom Approaches in Retail Math Instruction

A shift has begun from instructor-focused learning techniques and philosophies to those that are student-focused, where the instructor acts as a guide and not a dictator of knowledge (Marcketti, 2011, p. 548). An approach gaining wide attention as a tool for reaching 21st century students is the flipped classroom. Researchers suggest that flipped classrooms lead to better student engagement and overall learning (Bormann, 2014). However, critics note that this technique is grounded in a possibly flawed pedagogy: the lecture (Ash, 2012). A mixed methods approach was used to investigate the effectiveness of a flipped classroom approach in an apparel merchandising course. The course was redesigned with two flipped units and two lecture-based units. Results indicated no significant differences in exam scores between the units and students preferred the social aspect of learning in the lecture-based classroom over what they perceived as learning on their own in the flipped classroom

Product Desires and Motivations of Millennial Shoppers

A market segment of particular interest to retailers is the Millennial cohort, those born between 1980 and 1996 (BCG, 2014). There are approximately 80 million Millennials in the U.S. who spend ~$600 million annually, a figure that is predicted to reach$1.4 trillion by 2020 (Donnelly & Scaff, 2013). Millennials demand genuine brand connections and should be marketed to with targeted strategies (BCG, 2014). However, Millennial consumers are not a homogenous group (Debevec et al., 2013). Therefore, the purpose of this research is to segment Millennial consumers by pertinent variables to identify consumer groups for targeted retail strategies

Comparing Perceptions of Effectiveness of On-Campus and Hybrid Apparel Ph.D. Programs

Currently, one distance textile and apparel-related Ph.D. program exists. It is offered in a hybrid format, which entails on-campus summer courses, and asynchronous and synchronous online courses. Formative assessment of this Ph.D. program option was undertaken to ensure not only student satisfaction, but also that the program\u27s academic competencies are met for the sake of student preparedness and maintenance of the program\u27s reputation. Hence, the purpose of the present study was to compare perceptions of the program\u27s effectiveness between samples of (a) on-campus and hybrid students and (b) students and faculty members who work within both formats of the Ph.D. program. Researchers administered a qualitative online survey to a purposively selected sample of faculty, hybrid graduate students, and on-campus graduate students in the textile and apparel Ph.D. program. Overall, respondents reported satisfaction with the program\u27s effectiveness and appreciated the uniqueness of the hybrid program

Integrating distance students into a graduate student organization

Recognizing that distance PhD students would make up an increasingly large proportion of the AMD student body in the near future, the executive committee set out to gain a more nuanced understanding of the needs of their distance PhD colleagues. To this end, the researchers conducted semi-structured interviews with current distance student members. Questions focused on their perceptions of the benefits associated with being a member of AMDGSA and how it could better serve their needs as distance PhD students

I do like my sparkly jeans! —Communication through embellished jeans

Denim jeans have long captured the heart of consumers across much of the world. One popular contemporary style incorporates embellishments such as contrast stitching, embroidery, sequins, crystals, metal studs, and rhinestones, primarily on the back pockets. Given the ability of jean styles to reflect multiple cultural meanings, it is the purpose of this research to investigate meanings associated with heavily ornamented jeans. In-person semi-structured interviews were conducted with six women aged 19 to 33 years old. Themes emerging from the data revealed that the women adopted this style to communicate desired identity traits, including both fitting in with their chosen social group and standing out from it. Participants embraced the jeans for their semiotic meanings, reading expressions of status and femininity in them. The women made their appearance decisions based on their perceptions of how other people might view them, which in turn was based on assumptions of shared meanings

Growing Pains: An Exploration of Etsy Policy and Seller Satisfaction

Online craft marketplaces (including apparel and accessories), where microbusinesses sell their designs and products, blossomed in 2005 with the entrance of Etsy. Today, Etsy remains the largest online marketplace with the greatest number of sellers and buyers. However, it is not known if Etsy provides the resources needed for sellers to grow their businesses or the level of seller satisfaction with services provided. A qualitative exploratory approach was used to investigate Etsy policies and seller satisfaction with Etsy services. To gain a holistic understanding of the issue under study, data sources representing differing viewpoints were content analyzed. Results indicated that although Etsy provided documentation outlining its House Rules, sellers were extremely dissatisfied with Etsy\u27s policies on store termination and communication with sellers. Recommendations for reducing seller risk on the marketplace were provided

Innovating with Underutilized Marketing Strategies to Enhance Profitability for Small Retail-related Firms

To remain competitive and profitable, small businesses today face increased pressure to innovate by adding novel products, services, or marketing practices that create customer value. The present paper focuses on the perceived use of three groups of underutilized marketing strategies by small business operators engaged in retail-related operations (apparel and retail stores, restaurants, hotels, service operations). These marketing strategies included entrepreneurial marketing (EM), experiential marketing (4Es), and branding strategies (brand distinctiveness and brand image). EM consisted of four validated processes (opportunity vigilance, consumer-centric innovation, risk management, and value creation) that firms undertake when developing new and innovative ways to market products and create value for customers. Pine and Gilmore\u27s four experiential realms, the 4Es (educational, esthetic, escapist and entertainment experiences) were explored. Branding strategies captured brand distinctiveness and the creation of a unified brand image measured through perceived attention to the brand\u27s 5Ps (property, product, product presentation, promotion, and people). The relationship of these practices to financial performance of small business operations was tested. Results of the study show that an integrated marketing approach including entrepreneurial marketing (EM), experience economy 4Es, brand image, and brand distinctiveness is characteristic of successful small retail-related enterprises, but not fully utilized in all business categories. Thus, business operators would be wise to implement marketing strategies that fit the needs of their business. Small business assistance programs may also consider recommending these underutilized and innovative marketing strategies when designing support for specific categories of small business operators