Purpose: The authors conducted an action research study with the aim of understanding current commercial offerings in modular designs in virtual environments and to explore modularity development based on consumer input for the purpose of personalizing three-dimensional (3D) virtual fashion...

Purpose: Building on the Brands as Intentional Agents Framework (BIAF), the aim of this study is to demonstrate the effectiveness of social media marketing (SMM) as a tool to communicate luxury fashion brands' good intentions toward the general public. Design/methodology/approach: A sample of...