Purpose: This study aims to explore the perceptions and reactions of men, who participate in a female-dominated online consumption space. It looked at the process of men, (re)negotiating their digital gendered identity on Pinterest. Design/methodology/approach: A grounded theory-light approach...

Purpose: Luxury brands seek to differentiate themselves from competitors by engaging in corporate social responsibility (CSR) practices. Although many luxury brands participate in CSR activities, it is unclear if luxury brands communicate these CSR activities to consumers. Therefore, this study...