Fashion marketers have yet to comprehend the use of online influencers to utilize the influencers’ opinion leadership …. This reseach investigates the relationships between Indonesian fashion online opinion leadership on Instagram and consumers …’ behavioral intentions, i.e. intention to adopt new fashion and purchase intention. This research employs a quantitative survey …

Social media advertising has become the cornerstone of the most effective fashion brands’ marketing strategy in recent … years. Since the boom of social media, most fashion retailers have started to recognize the benefits of creating value for … consumer buying behaviour towards fast fashion. Along with the study, it examines the consumer buying behaviour aligned with …

Problem definition: In high-product-variety businesses like fashion, mass production (MP) systems create environmental … overproduction, and recycling.Academic/practical relevance: There is increasing interest in mass-customizing fashion goods, not only … makers must (1) work on convincing consumers to wait for bespoke fashion, (2) target MP firms with low cost of variety (high …