Analyzed from the sender's perspective, marketing communications aim to engage audiences and create benefit-oriented relationships. In order to adequately assess the reciprocal efforts of the sender and receiver of the communication process, one cannot limit oneself to its purely economic...

Purpose - The study aims to examine female sexuality in marketing communications and how it shapes the millennial buying decisions in the fashion industry. The focus of the study is to connect fashion industry and marketing communication to understand how female sexuality influence buying...