Fashion Business Commons^™

From Consumers To Makers: A Community-Based Model Of The Diy Food And Beverage Kit Ecosystem, Mark Mitchell, Richard Martin, Sheila Mitchell

Atlantic Marketing Journal

The market for do-it-yourself (DIY) food and beverage kits continues to expand as consumers seek experiences that combine convenience, learning, creativity, and participation. This conceptual paper proposes a four-community ecosystem model consisting of consumers, makers, marketers, and consumption communities. Drawing on value co-creation, prosumption, experiential consumption, and diffusion of innovation theories, the model suggests that participation in DIY production transforms consumers into makers, fosters a maker identity, and encourages engagement in product-category consumption communities. Through sharing experiences and outcomes, participants attract new consumers into the marketplace, creating a self-reinforcing cycle of growth. The framework extends value co-creation theory by explaining …

Brand Gravity And Instant Adoption: Consumer Visitation, Loyalty, And Trip Chaining Following The Entry Of A New National Coffee Chain, Mark J. Sciuchetti Jr., Jianping Huang

Atlantic Marketing Journal

This study examines how consumers adopt a strong national brand immediately after its entry into a small regional market. Using anonymized mobile location data from the first twenty-nine weeks of a new Starbucks location in Anniston, Alabama, the analysis evaluates weekly visitation, repeat behavior, visitor origin distance, trip chaining, and temporal demand. The store opened above its subsequent steady state, indicating activation of preexisting demand rather than a gradual diffusion process. Repeat visitors generated 82.6% of visits within the observation window, showing rapid movement from trial to habitual use. The entrant also exhibited a flatter distance decay gradient than adjacent …

Unveiling The Power Of Credibility: How Virtual Influencers Shape Consumer Attitudes And Purchase Intentions In Fashion, Danita Van Heerden, Jade L. Verbeek

Journal of Marketing and Consumer Behaviour in Emerging Markets

Artificial intelligence (AI) is at the forefront of influencer marketing, particularly in the fashion industry. Consequently, brands are using virtual influencers (VIs) to engage consumers in this space. Yet little is known about VIs’ credibility and their influence on purchase intentions, especially in an emerging market where they are less prevalent. This study examines the influence of VIs’ credibility (i.e., trustworthiness, attractiveness, and expertise) on consumers’ attitudes towards VIs and the subsequent impact on purchase intention for fashion products in South Africa, grounded in the Source Credibility Theory. Data were collected from active social media users using non-probability convenience and …

A Case Study Of Faculty Perspectives On Teaching Across Borders, Lucy Matthews, Diane R. Edmondson, Tammy Bahmanziari

Atlantic Marketing Journal

This study explores the differences between faculty who have and have not led study abroad programs at a southeastern U.S. public university. Using survey responses from 133 faculty members, the research examines professional and motivational variables that influence participation. Findings reveal that those who have led study abroad programs tend to be satisfied with their experiences, report higher perceptions of student cultural competency gains, and are more likely to recommend such programs to peers. Additionally, experiential learning emerged as a central theme, with faculty highlighting the pedagogical value of immersive global education. Barriers to participation were also investigated. The study …

A Captured Audience: How Job Stress Leads Employees To Online Shopping Via Cyberloafing, Seth Williams

Atlantic Marketing Journal

This paper investigates the hyper-connected workplace and how the modern employee deals with job stress in their work environment. Using the theory of compensatory consumer behavior and partial least squares structural equation modeling, we investigate how job stress impacts employees in the workplace to shop online. This shopping is done via cyberloafing, which is using the internet for personal reasons at work. Psychological detachment is also studied as a mediator. Theoretical and practical implications are discussed for managers in the workplace as well as businesses marketing to individuals taking a break on the clock.

Five Strategic Categories Ai Is Transforming Marketing, Ryan Matthews

Atlantic Marketing Journal

Artificial intelligence (AI) is a revolutionary technology that provides tools and methodologies to expand marketings impact. AI enables companies to better understand customer needs, preferences, and behaviors to personalize an approach to different market verticals and segments. AI has become a significant factor influencing how businesses interact and retain the attention of customers. Customers increasingly have an appetite for a highly personalized interaction. AI-driven data approaches and innovative technologies are increasing personalization and efficiency. AI is a revolutionary tool that enables marketing to grow beyond traditional limitations. Understanding the correct tool is vital for marketing executives, whether they are obtaining …

Voices Of A New Era: A Discursive Psychology Study Of Influencer-Follower Discourse On Tiktok, Andrea Guerrero Hernandez

Electronic Theses and Dissertations

The present study researched and investigated the discourse of five mega fashion influencers on TikTok, as well as the discourse of 15 followers engaging with fashion influencer content on the same platform. The theory used to guide this study was discursive psychology theory, which provided the groundwork for understanding how both influencers and followers position their identities, justify their actions and decisions, and construct their reality. The primary aim of this research is to deepen understanding of how influencer discourse shapes follower discourse, identifying recurring patterns, contradictions, and the ways in which tensions are negotiated. The findings reveal a range …

The Evolution And Impact Of Fashion Marketing In The Age Of Social Media, Lillie L. Warrington

Honors Theses

This research paper aims to analyze the effect of social media on consumer behavior in fashion marketing by investigating how fashion brands have adapted their strategies to leverage social media platforms effectively and exploring the role of social media influencers in shaping brand perception and consumer loyalty. By addressing these objectives, this research seeks to contribute to the growing body of knowledge on digital marketing in the fashion industry, offering valuable insights.

The study will be conducted through a comprehensive review of existing research and primary research, including a survey of 143 participants, to better understand how social media affects …

A Holistic Approach To Country Branding: Examining A Master Brand And Sub-Brand Framework, Musa Pinar, Aycan Duran Tekoglu, Tulay Girard

Atlantic Marketing Journal

Recently, nation branding has drawn the attention of policymakers worldwide, as nations recognize its strategic importance in achieving and sustaining success in the global competitive landscape. This study provides a conceptual framework based on master brand and sub-brand architecture to examine country branding holistically by integrating macro and micro perspectives, country brand equity, and their effects on consumer preferences. The specific objectives are to 1) identify the dimensions of master brand, sub-brand, and country brand equity and develop reliable and valid measurement scales for each dimension, and 2) develop a conceptual framework that integrates the master brand, sub-brand, and brand …

Slow Fashion Behavior In Young Consumers, Melissa Clark

Atlantic Marketing Journal

The purpose of this research is to better understand the gap between Generation Z’s (Gen Z) knowingness and attitude toward sustainable clothing and their behavior including repair and disposal. A theoretical model was created based on the known relationships among Knowledge-Attitude-Behavior (KAB), specifically considering environmental sustainability knowingness (ESK), environmental sustainability attitude (ESA), and slow fashion behavior (SFB) while extending it with the addition of repair and disposal. The data were collected via online survey of consumers identifying as Gen Z and analyzed via regression analysis in SPSS. The findings suggest that the established construct relationships (ESK, ESA, and SFB) held …

Brands & Virtual Personas: How Virtual Influencer Types Impact Brand Awareness, Carol Calderon Ambelis

Department of Textiles, Merchandising and Fashion Design: Dissertations, Theses, and Student Research

As social media continues to shape how consumers interact with brands, virtual influencers (VIs) have emerged as a new type of digital celebrity. While previous research has explored how VIs contribute to brand image and awareness, there has been limited attention on how different types of VIs, both anime-like and human-like, affect consumer perceptions across different markets. This study examines how these two types of VIs impact relatability, aspiration, and brand awareness, with a focus on the differences between luxury and mass market. Using a within-subjects experimental design, this study recruited 574 participants with social media experience using MTurk. The …

Swift/Kelce Star Power Effect? Engagement Created A 96% Increase In Nfl Discussion Online With 82% Of Social Media Posts Expressing “Joy” About The Couple, Yi Luo, Jin-A Choi, Bond Benton

College of Communication and Media Scholarship and Creative Works

On August 27, 2025, Grammy winning singer Taylor Swift and football champion Travis Kelce announced their engagement. Celebrity couples inspire popular reactions with commercial implications. A research study from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media at Montclair State University analyzed online reaction in the period immediately after the power couple’s engagement was announced. Results suggest overwhelming interest, positivity, and potential benefits to major brands, such as the National Football League. Findings include a 96% increase in brand references for the NFL and Kansas Chiefs on social …

Marketing De Moda Predictivo E Inclusivo: Estrategias De Segmentación Avanzada Para Audiencias Diversas Con Inteligencia Artificial, Oscar Barroso Huertas

GDI. Revista de investigación de Género, Diseño e Innovación

Introducción: El marketing predictivo, impulsado por la inteligencia artificial (IA), está transformando cómo las marcas anticipan las necesidades de sus audiencias. En Moda, la personalización es clave para conectar emocionalmente con los consumidores, pero también es esencial que las marcas sean inclusivas, respetando la diversidad y la privacidad. Este artículo explora cómo las marcas de moda usan el marketing predictivo para segmentar audiencias diversas, garantizando campañas personalizadas e inclusivas. Metodología: Este estudio adopta un enfoque mixto, combinando revisión documental y análisis cualitativo. Se revisan fuentes académicas y casos de marcas que aplican marketing predictivo inclusivo, utilizando tecnologías como machine learning …

The Impact Of User-Generated Content And Online Reaction Videos On The Marketing Of Video Games, Diane R. Edmondson, Randy Clark, Trevor Golter

Atlantic Marketing Journal

Modern developments in social media, video streaming platforms, and user-generated online content from influencers have led to a growth in video game marketing. One of the prominent genres of user-generated content on video platforms is the reaction video. These videos are relied upon for spreading information and marketing in the video game industry. Providing a better understanding of the impact of this video game promotional outlet is beneficial for marketers, social media influencers, and businesses in this industry. We collected data from 623 Southeastern University undergraduate students to address this topic using a Qualtrics survey. The survey consisted of two …

Unveiling Risk Strategies In The Online Food Delivery Platforms: Evidence From Risk Disclosures And Reprisk Index, Maryam Mahdikhani, Jiyoon An, Arim Park

Atlantic Marketing Journal

Online Food Delivery Platforms (OFDPs) have faced unique challenges related to uncertainty and global risk in recent decades. To address these risks, this study utilized machine learning (ML) techniques, including Latent Dirichlet Allocation (LDA) and Word2Vec, to extract and cluster OFDP-related risk factors. The analysis was conducted using unstructured text data from the annual reports of two prominent OFDP companies—Delivery Hero (DH) and Grubhub (GH)—from 2017 to 2020. We also examined the multidimensional RepRisk Index (RRI) for these companies and developed a two-dimensional matrix to evaluate preparedness and responsiveness across various risk categories in the OFDP sector. The results indicate …

Do The Effects Of Ethnocentrism And Cosmopolitanism Depend On Countries-Of-Origins? An Empirical Study Of U.S. Consumers, Thomas Tanner, Jung Kim, Ronda Mariani

Atlantic Marketing Journal

Consumer ethnocentrism and cosmopolitanism have been shown to be instrumental factors for the evaluation and purchase of foreign products. Many prior studies have provided evidence that ethnocentric consumers have lower willingness to buy for products that originated from foreign countries, while cosmopolitan consumers have higher willingness to buy. However, prior research has been conducted in the research setting where only one foreign country is pit against home country. Therefore, it is not clear whether their direct impacts on animosity, product judgement, and willingness to buy will be homogeneous, regardless of countries-of-origin. In other words, do consumers hold the same degree …

A Socioeconomic Analysis Of Fashion Entrepreneurs And The Use Of Self-Branding To Influence Consumer Behavior, Jasmine Gibbs-Stepter

LSU Doctoral Dissertations

The fashion industry is widely recognized as a significant sector within the global economy, crucially driving trends, creating jobs, and shaping culture. Despite its prominence, entrepreneurs from marginalized socioeconomic backgrounds often encounter considerable hurdles in establishing their businesses and sustaining them over time. These challenges manifest in various forms, including access to vital financial resources, insufficient networking opportunities, and restricted entry into lucrative markets, making it difficult for these entrepreneurs to compete in a dynamic and competitive landscape.

The rise of social media, with platforms like Instagram leading the charge, has ushered in a new era for fashion entrepreneurs. As …

Exploring Gen Z’S Identity Formation And Its Influence On Consumption Of Pop Culture And Entertainment Merchandise, Melisa Annette Spilinek

Dissertations and Doctoral Documents, University of Nebraska-Lincoln, 2023–

Fandoms have grown in size and influence, becoming a complex and dynamic cultural phenomenon that richly impacts the consumption of media and consumer behavior. The capitalistic United States with its diverse and media-savvy population, is a prime destination to study fan studies, particularly among young adults who are a crucial component of fandom influence.

The internet has grown to be a major component of the fan experience, an integral part of fandom culture. Online communities provide avenues for Generation Z to connect with others who share similar struggles, challenges, and interests, highlighting the importance of digital platofrms on the evolution …

The Phygital Design Process: Using Emerging Technologies To Create A Phygital Fashion Brand Rooted In Nostalgia, Madeline M. Mcdaniel

Creativity and Change Leadership Graduate Student Master's Projects

This Master's Project is a comprehensive exploration of the intersection of digital fashion design, nostalgia, and sustainable practices. Its primary objective is to create 'project CYBERBAE,' a phygital fashion collection that draws inspiration from early 2000s video game characters, trends, and aesthetics. The project utilizes advanced digital tools like Clo3D to demonstrate a comprehensive digital fashion design process that emphasizes inclusivity and sustainability. It also pioneers the development of a 3D virtual world, providing users with an immersive environment to interact with and experience digital fashion. This virtual space serves as a platform for a community of fashion, technology, and …

The Body Positivity Movement: Improving Female College Students Mental Health And Body Appreciation, Emilie Conners, Lucy Matthews, Diane R. Edmondson

Atlantic Marketing Journal

Body image concerns among college-aged women continue to be an immense issue across many college campuses. As technology advances, it has become more common for young girls and women to edit their social media photos and focus more on their flaws. Body image has a significant impact on mental and physical health; therefore, it is vital that these concerns are addressed and fought. One movement recently used as a possible way to combat this concern is the body positivity movement. However, more research is needed to understand the impact of this movement on young women. Survey data was collected via …

Chatgpt Unveiled: Unleashing Ai Magic In Online Shopping And Digital Marketing, Jianping Huang, Mark J. Sciuchetti Dr.

Atlantic Marketing Journal

This research paper explores the use of AI, specifically ChatGPT, in interactive activities within

online shopping and digital marketing. The paper examines the potential of AI-powered chatbots

to enhance customer engagement, personalization, and marketing effectiveness. Through a

literature review, case studies, and user feedback analysis, the research highlights the benefits of

AI chatbots in providing real-time assistance, personalized recommendations, and improved

customer experiences. The paper also addresses ethical and privacy concerns associated with AI

implementation and discusses future research directions. The findings are expected to suggest

that AI-powered chatbots have the potential to revolutionize online shopping and digital

marketing by …

An Empirical Study Of The Impact Of Perceived And Experienced Factors On Purchase Intention For Foreign Natural Cosmetics, Raymond Liu, Leon Zurawicki, Jurui Zhang

Atlantic Marketing Journal

There is a growing attention to the “natural” products in personal care and other areas of fashion consumption. Considering the present inflationary economic environment, the study of American consumers’ attitude toward foreign natural cosmetics and important factors determining the purchasing intent of foreign natural cosmetics imported from Asia (Taiwan in this study) with high quality but low price is timely. Based on literature on Purchase Intention and the Theory of Planned Behavior, we proposed a model and a set of hypotheses to uncover the relationship between purchase intent and the determining factors. Our hypotheses are confirmed following a nationwide survey …

Great Expectations: Consumer-Brand Relationships And Their Influence On The Organizational Outcomes Of Brand Transgressions, Sabrina Viscomi

Atlantic Marketing Journal

The business landscape has shifted from simply delivering quality products and services to creating shared value. It does this by fulfilling consumers’ deeper needs and meeting their increasingly high expectations. Brand transgressions inhibit organizations’ ability to meet consumers’ demands, complicating the consumer-brand relationship. As a result, brands are often unprepared to deal with the consequences of transgressions, which can be costly. The purpose of this research is to explore the influence of prior consumer-brand relationships on the organizational outcomes of brand transgressions through the lens of social contract theory. This systematic review synthesizes 39 articles to derive five analytical themes: …

Happy Campers Or Unhappy Prisoners: How Materialism Punishes Us In Lockdown Times, Banwari Mittal

Atlantic Marketing Journal

COVID-19 and the resulting lockdowns created an unprecedented upheaval in consumers’ daily lives and lifestyles. The purpose of this research was to understand the psychological experience of life under lockdowns and the role of individual difference variables in that experience. Using survey data from U.S. consumers, the research identified two opposite feelings, coexisting: happy camper feeling or unhappy prisoner feeling. Younger, lower income, and less educated consumers felt more like prisoners than campers. Ability to maintain life as usual, and positive pre-pandemic life conditions (health, social network, and job satisfaction) led to happy camper feelings. In contrast, pre-pandemic materialism led …

Empowering Elderpreneurs Scommerce For Genx Consignment Store Owners In West Virginia, Joyita Sarkar

Graduate Theses, Dissertations, and Problem Reports (ETD)

In an ever-evolving digital landscape, this research explores Generation X (GenX) consignment store owners in West Virginia and the transformative power of Social commerce (sCommerce). Despite the ubiquity of Social media platforms, little attention has been given to the impact of sCommerce on the consignment store industry. Drawing from the Technology Acceptance Model (TAM) and the Diffusion of Innovation Theory (DIT), this study examines the factors influencing sCommerce adoption decisions for GenX consignment store owners.

Through qualitative research, this study uncovers untold stories within this entrepreneurial landscape. Purposeful sampling of 11 women and 20-60 minutes of in-depth interviews reveal the …

Brides And Bridal Stores: Online Or Brick-And-Mortar, Libby C. Jones, Ismet Anitsal, Melek Meral Anitsal

Atlantic Marketing Journal

This paper explores the growing global bridal industry and the different trends, traditions, and aspects of specific countries' bridal industries. It outlines western and eastern traditions and how globalization contributes to their spread. A deeper focus is dedicated to the United States' bridal industry and the issues brick-and-mortar bridal boutiques face as more brides have started shopping at online bridal stores. The relationship between brick-and-mortar and online bridal stores is explored based on various propositions about the bridal industry's emerging challenges. These propositions include trust issues in the retail environment, convenience, selection of bridal gowns in different retail formats, incorporating …

Muslim Fashion Influencers Shaping Modesty In The Twenty-First Century On Social Media, Awa Sanno

Student Theses and Dissertations

The depiction of Muslim women in Western media has been a long-running joke, as they are framed to be oppressed by the burdens of their religion and the hijab. However, Muslim women have used the power of social media to counter that narrative through their large followings as fashion influencers, digital creators, food bloggers, makeup artists, lifestyle bloggers, musicians, and so much more. Specifically, Muslim fashion influencers are changing and redefining the notion of modesty throughout their posted content on social media. Many people in Muslim communities see this redefinition of modesty as a conflict with the "proper" ways of …

What's In A Name? Public Perceptions Of Multi-Level Marketing, Robert A. Peterson, Jeffrey A. Peterson

Atlantic Marketing Journal

This paper presents the results of a nationwide survey of the American public’s general familiarity with, and perceptions of, multi-level marketing, direct selling, and social selling. Survey respondents were most familiar with direct selling; there was no substantive difference in familiarity with multi-level marketing and social selling. Respondents familiar with the three terms possessed perceptions of them that were significantly more positive than were the perceptions of respondents reporting not being familiar with the terms. Across all terms, male respondents reported being more familiar with, and more positively disposed toward, them than did female respondents. Respondents 55 years of age …

Consumers' Perception Of Quality For Ladies' Swimwear Based On Price And Brand, Jennifer Avila, Laurie M. Apple, Lance M. Cheramie, Leigh Southward

Discovery, The Student Journal of Dale Bumpers College of Agricultural, Food and Life Sciences

Consumers shop at multiple retailers for different needs, and it is understood that many choose a retailer for an experience and others will shop at another retailer for better savings. In a time where E-commerce is at an all-time high, retailers need to consider how they compare against online retailers in the apparel sector. In this study, three retailers were compared against one another since they are all swimwear competitors. As these retailers adjust to store and production shortages, it is important to understand how the quality of clothing will keep sales consistent. Consumers are likely to keep shopping at …

The Impact Of Verified (Unverified) Online Product Consumer Reviews On Consumer Product Attitudes, Kathryn Cort Dr., Roland Leak Dr.

Atlantic Marketing Journal

Customer product reviews are an integral component for companies conducting e-commerce, enabling them to stay connected and engaged with their consumers. However, more important these reviews are being utilized and incorporated into the marketing plans of companies. Companies can use a mixture of verified and unverified purchase badges in their displayed product reviews. This study finds that as customers are provided with this additional information to help form impressions about the products they are reviewing, customers' need for cognition ultimately determines how they utilize the presence or absence of these badges.