This study explores and observe the motivations of youth in digital culture which influence them to follow and interact … with brands on digital media through netnography. This technique try to adopt patron notion of youth in digital culture … which influence them for youth follow brands official pages for the purpose of being up to date with brands offerings for …

categories. The growing popularity of micro-influencers has not escaped the attention of online fashion and streetwear marketers …, like Asos, Boohoo, and Fashion Nova, who have coopted them to present their offerings on social platforms, like Instagram … popularity to launch their own “private fashion brands” on Instagram. These online developments have gained even greater momentum …

retail fashion market in Rhodes, Greece. We look at the extent to which the two social media influence Rhodian consumer … preferences toward certain stores and at whether Rhodians use these social media for fashion information and inspiration. Design … are a good way to follow fashion trends and that fashion is more accessible because of Facebook and Instagram compared to …

luxury brand's most relevant social network which acts as a showcase (Instagram). A data mining approach is proposed for … modeling the number of likes on Instagram using 365 posts published in the luxury brand's different social networks between … 2015 and 2016. Fifteen features related with the brand's social networks, product characteristics and visibility in …

. It also identifies the major factors influencing the electronic word of mouth to buy fashion products. A survey was … influencing purchase intention of fashion brands. The findings also confirm the role of homophily, trustworthiness, expertness …, informational influence and high fashion involvement as major factors influencing electronic word of mouth. Findings from the study …