Molina-Prados, Aida; Muñoz-Leiva, Francisco; … - In: Journal of Fashion Marketing and Management: An … 26 (2021) 3, pp. 495-515
Purpose: The purpose of this paper is to analyze how fashion consumers behave when they make purchases using social media platforms – specifically, Instagram. In particular, the work examines the role played by consumer–brand involvement and self–brand connection (SBC) as predictors of...