The effects of visual congruence on increasing consumers’ brand engagement: An empirical investigation of influencer marketing on instagram using deep-learning algorithms for automatic image classification

A circular economy paradigm has recently emerged to combat environmental pollution and climate change around the world. In the fashion industry, circular fashion has been spotlighted as an environmentally friendly approach to fashion products. The purpose of this study was to investigate consumers’ value and risk perceptions, product attitudes, and behavior intentions toward circular fashion consumption. Specifically, this study focuses on three types of circular fashion products from textile waste: reused clothing, upcycled clothing, and recycled clothing. The moderating role of individualism was also explored. Survey data from 850 consumers in their 20s and 30s in Korea were collected to test our hypotheses. The results showed the influence of emotional value was the greatest, while economic risk and performance risk did not affect product attitudes. A moderating effect of individualism was found in the paths between perception dimension and product attitudes and between product attitudes and behavior intention. These findings can help retailers and marketers create more tailored retailing and promotional strategies.

https://www.mdpi.com/2071-1050/13/3/1208/pdf

Consumers’ Value and Risk Perceptions of Circular Fashion: Comparison between Secondhand, Upcycled, and Recycled Clothing

Recent research on creativity support tools (CST) adopts artificial intelligence (AI) that leverages big data and computational capabilities to facilitate creative work. Our work aims to articulate the role of AI in supporting creativity with a case study of an AI-based CST tool in fashion design based on theoretical groundings. We developed AI models by externalizing three cognitive operations (extending, constraining, and blending) that are associated with divergent and convergent thinking. We present FashionQ, an AI-based CST that has three interactive visualization tools (StyleQ, TrendQ, and MergeQ). Through interviews and a user study with 20 fashion design professionals (10 participants for the interviews and 10 for the user study), we demonstrate the effectiveness of FashionQ on facilitating divergent and convergent thinking and identify opportunities and challenges of incorporating AI in the ideation process. Our findings highlight the role and use of AI in each cognitive operation based on professionals’ expertise and suggest future implications of AI-based CST development.

FashionQ: An AI-Driven Creativity Support Tool for Facilitating Ideation in Fashion Design

The clothing industry is one of the earmarked industries in many countries following the rising demand and consumption of clothing products among millennials. Malaysia and Thailand are known to be promising markets for this industry in the South East Asia region. The purpose of this study is to investigate the influence of psychological and marketing factors on clothing interest among Generation Y consumers, as well as the interrelationships between self-confidence, product attitude and purchase intention. The impact of nationality was also examined as a moderator on the investigated relationships.,The data was collected among Generation Y consumers using a survey questionnaire, which had successfully gathered a total of 388 usable cases from the capital cities of Malaysia (Kuala Lumpur) and Thailand (Bangkok). These cities were selected for being the largest cities in its country which contain the highest number of shopping malls, offices and Generation Y population. Data analysis was then performed using both the SPSS and AMOS software.,Findings obtained acknowledged the importance of both psychological (i.e. fashion innovativeness, self-concept, fashion consciousness and need for uniqueness) and marketing (i.e. social media marketing and fashion advertisement) factors towards the clothing interest among Generation Y consumers. Consequently, clothing interest would influence their product attitude, self-confidence and purchase intention, with product attitude and self-confidence as the mediators between clothing interest and purchase intention. Multigroup analysis confirmed that there are differences between Generation Y consumers in both Malaysia and Thailand, where Thai consumers hold a stricter emphasis concerning the influence of social media marketing on clothing interest and self-confidence on purchase intention.,This study is one of the very few studies that explored the minimally investigated territory on the consequential importance of clothing interest within the clothing industry, specifically, through extending the literature on the influence of psychological and marketing factors towards the individuals’ clothing interest. Moreover, this study also successfully highlighted the mediation role of product attitude and self-confidence in the relationship between clothing interest and purchase intention.

/pdf/cruising-down-millennials-fashion-runway-a-cross-functional-509ftii4cp.pdf

Cruising down millennials’ fashion runway: a cross-functional study beyond Pacific borders

PurposeThe demand for second-hand clothing has risen rapidly in the past few years. Yet, the understanding of the motivations of consumers buying second-hand clothing is very limited. The purpose of this study is to propose and empirically test an integrated model of the theory of planned behaviour and the theory of consumption values to explain consumers' intention to buy second-hand clothing.Design/methodology/approachData (n = 290) are collected from consumers in Malaysia and analysed by partial least squares structural equation modelling (PLS-SEM).FindingsResults of this study show that attitudes towards second-hand clothing, injunctive norms, descriptive norms, moral norms, and perceived behavioural control have a significant positive influence on consumers' intention to buy second-hand clothing. Furthermore, emotional value and environmental value are found to have a significant positive influence on attitudes. However, no support is found for the positive influence of social value and epistemic value on attitudes.Originality/valueThe study confirms that the integrated model is useful in explaining consumers' intention to buy second-hand clothing. Furthermore, this study also provides some valuable suggestions to practitioners.

An integrated model of consumers' intention to buy second-hand clothing

The Effect of Sustainable Fashion Brand's Advertising Color and Expression on Consumers' Emotions and Perceptions - Focus on Instagram -

Authenticity is an important topic in business activities and society at large. Sustainability management and marketing activities are required as consumers become more interested in society. The consumer evaluation of brand authenticity is a crucial factor in a brand’s reputation and long-term growth, which affects brand loyalty, electronic word of mouth (eWOM) and purchase behavior. With this latest trend, luxury brands are paying attention to sustainability activities, but consumer confidence in the sustainability of luxury brands is still low. Experts emphasize that building trust with customers by promising authenticity is a key challenge. Meanwhile, luxury brands are actively communicating with consumers through SNS, such as Instagram. Social media marketing directly and indirectly influences brand authenticity, as well as purchase intentions and eWOM. Nevertheless, there is little exposure to sustainability activities in the social media accounts of luxury brands. Therefore, the purpose of this study is to examine the relationship between the sustainability activities on the social media of luxury brands and brand authenticity, as well as the effects of brand authenticity on eWOM and purchase intention. For this study, we conducted an online survey targeting individuals with ages of 20–30 years and who are highly interested in society while actively using social media. The collected data were analyzed using the SPSS 21.0 software package. The main finding of this study reveals that consumers are more aware of brand authenticity when they see an Instagram post that includes messages about sustainability rather than a post without any such messages. In addition, brand authenticity has positive effects on eWOM and purchase intention. These findings suggest that sustainability marketing by luxury brands leads to positive consumer response, and the broadcasting of messages about sustainability via social media is effective for the marketing strategy of luxury brands.

Luxury fashion brand’s sustainable message appeal strategies and brand authenticity in instagram

Perceived Consumption Value, Pro-Environmental Belief, Attitude, eWOM, and Purchase Intention Toward Upcycling Fashion Products

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The Effect of Sustainable Fashion Brand's Advertising Color and Expression on Consumers' Emotions and Perceptions - Focus on Instagram -

Luxury fashion brand’s sustainable message appeal strategies and brand authenticity in instagram

Perceived Consumption Value, Pro-Environmental Belief, Attitude, eWOM, and Purchase Intention Toward Upcycling Fashion Products