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Egyptian youth played a central role in the Arab Spring (AS) uprisings, demanding bread, justice and opportunities. This paper examines the perceptions of young Egyptians about the AS through their responses on the economic, institutional and sociopolitical conditions in the pre-AS and post-AS periods.

The empirical analysis relies on a micro-level dataset extracted from the SAHWA Youth Survey. The estimations are carried out through the bivariate ordered probit model.

The results reveal that the perceptions about the AS-related outcomes are not uniform, and that social values and ideological characteristics matter more than the standard socioeconomic attributes in comprehending the responses. They indicate that individuals with secularist, non-traditionalist and gender equality inclinations have generally formed more favorable perceptions about the AS-related changes. Also, the results suggest that the AS has generated propitious perceived conditions for further global connection, relative to the Arab and Islamic ties. They show that the perceptions of individuals who place credence in entrepreneurial attitude have been relatively unfavorable vis-à-vis the post-AS conditions.

The findings underscore the importance of comprehending the perceptions about the AS-related outcomes. They imply that the AS has produced “winners” and “losers,” and has laid down the basis for social transformations in Egypt.

The research examined the influence of cosmopolitanism, global self-identity and online communities on Indian consumers’ green knowledge and consequently, its effect on the perception of green apparel product attributes.

A mall intercept technique was used for data collection in four cities in India. The hypothesized relationships were examined through structural equation modeling.

Cosmopolitanism, global self-identity and online communities influenced green knowledge. Green knowledge influenced Indian consumers’ perception of green apparel. The results indicate that social conformance and identification with online communities predicted consumers’ understanding of green apparel.

The research focused on green knowledge, cosmopolitanism, online communities and consumers’ perception of green apparel. The role of demographics, culture and product attributes like price, quality, promotions and design were not considered and may provide valuable insights.

Green apparel manufacturers can communicate about the product attributes by linking it with growing global environmental consciousness, cosmopolitanism and global self-identity traits that focus on green consumption. Online communities can be used to inform, educate and promote green apparel.

The study will pave the way forward to explore green consumption paradigms among fashion-oriented consumers in the Indian market who drive sustainable behavior.

The research suggested that conformance with global values and identification with online communities can be critical in helping consumers understand green apparel. It examined the importance of offline and online social conformance in evaluating green apparel.

This study aims to examine cosmopolitanism, global social identity, green peer and social media on green apparel knowledge and sustainable fashion perception. Further, it explored the mediating effect of green apparel knowledge and sustainable fashion perception on behavioral intentions and electronic Word-of-Mouth (eWOM).

Data was collected through a mall intercept method across five cities adjoining the national capital region in India.

The results indicated that social identification with online (social media) and offline (cosmopolitanism, global self-identity and green peer influence) groups predicted Indian consumers’ perception of sustainable fashion, behavioral intentions and eWOM.

A better discernment between social identity versus self-identity and social media influence versus peer influence may be considered in future studies.

Sustainable fashion designers can use social media to create awareness and promote sustainable apparel. The information about novelty, design and style attributes of sustainable fashion can help overcome the skepticism regarding sustainable clothing.

This study extends the earlier research on online and offline influences by examining their role on green apparel perception, purchase and eWOM.

The purpose of this paper is to represent the first empirical attempt to explore global-local consumer identities as drivers of global digital brand usage. Specifically, this study considers a unique category of digital products, social networking sites (SNS), and develops a set of hypotheses to assess the mechanism through which location-based identities influence the actual usage of global SNS (Facebook and Instagram). Moreover, cross-country variations are investigated under the lens of developed vs developing countries.

Cross-country surveys in a developed (Austria) and a developing country (Thailand) were conducted. Data collected from 425 young adults were analyzed using SEM techniques in order to test a set of hypotheses.

Results show that in Thailand, users with a global identity enjoy participating in global SNS more than their counterparts in Austria. In addition, consumers with a local identity in Thailand demonstrate less pleasure when participating in global SNS than their counterparts in Austria, and consequently are less inclined to use global SNS.

Findings provide digital marketers with useful insights into important strategic decisions regarding the selection and potential adaptation of global digital brands according to the country context.

This research is the first to extend the location-based identity research in the context of global digital brands, explain how global-local identities predict SNS usage through an engagement mechanism and investigate cross-country variations of this mechanism.

Few published studies have examined which values and motives might encourage the purchase of craft beer (CB) over the Internet by Millennials. This study aims to investigate the motivations behind CB online buying habits among Millennials, and the chosen context is Italy. Adopting a revised model of the Alphabet Theory, a questionnaire-based consumer survey was designed. The data were collected in Italy, between January and April 2020, from a convenience sample composed of 273 interviewees aged 25–39. A structural equations model was estimated using a three-stage least squares regression. The interviewees were segmented into two groups based on their habits of purchasing CB online, using a triadic split procedure. The findings confirm the significant role played in Millennials’ attitudes towards CB online purchasing habits. Specifically, within the whole sample, our concern was with the essential role played by online product availability. The impulsive desire to discover a moment of pleasure is the principal aspect influencing Millennials’ attitudes (among those who are more inclined to purchase CB online). Whereas, for consumers less inclined, sensorial aspects, self-identity and local identity remain relevant. Given the lack of research on Millennials in this purchasing context for CB, this study breaks new ground to better understand this group and the CB consumer culture in this evolving sector. These findings shed new light on making and selling CB, as well as on the interests of beer consuming communities. The findings may help marketing managers develop appropriate marketing strategies based on a better understanding of Millennial-specific needs.

As part of the globalizing work environment, new forms of organizations have emerged, ranging from international to multinational and transnational organizations. These forms of organizations require high levels of cross-national interdependence, and often the formation of multicultural teams (MCTs), nested within multinational organizations. Employees who operate in the global multinational context should share common meanings, values, and codes of behaviors in order to effectively communicate with each other and coordinate their activities. What helps global multicultural team members create the social glue that connects them to each other, above and beyond the national cultures to which they belong? We propose that a more macro-level meaning system of a global work culture, which is the shared understanding of the visible rules, regulations, and behaviors, and the deeper values and ethics of the global work context, that is formed outside of the level of national cultures, binds members of MCTs. At the individual level, the representation of these global work values in the self leads to the emergence of a global identity, which is an individual's sense of belonging to and identification with groups (such as MCTs), operating in the global work environment of multinational organizations. The chapter focuses on the potential influence of a global work culture, and of a global identity on the effectiveness of MCTs.

Over the past two decades the subject and growth of social media has been exponential, along with its relevance to the sport marketing industry. The purpose of this paper is to investigate the strategic usage of social networking websites to develop the concept of a personal brand by international rugby union players.

This study was embedded within an interpretivist paradigm that allowed the qualitative examination of the way international rugby players use social networking sites. The primary data collection method involved ten semi-structured interviews and was triangulated with secondary sources which involved visiting the three social networking sites utilised by all the players (Facebook, Twitter and Instagram).

The research analysis revealed personal branding themes that can be classified according to the following mnemonic: personality, exposure, response, follow, endorse, consistent, and target audience (PERFECT).

This study has focused entirely upon international rugby union players; therefore no claim is made for generalisability to other contexts. A potential area for future research lies in replicating this study in different sport settings in order to identify whether the identified contextual factors also play a role outside of international rugby union and for different gender, playing-level or social media categories.

This study has reinforced that, within “real-life” social networking contexts, the development of an online profile can help create differentiation for players in a highly competitive market, especially if they share similar “sporting” characteristics with colleagues or other athletes. This research highlights that the utilisation of social networks by sports athletes has to become part of a strategic marketing approach.

The author draws attention to the theoretical position based on the PERFECT mnemonic offering sports athletes a framework to develop a successful online branding strategy. The central premise is based on emphasising uniqueness and distinction to offer a competitive advantage by delivering added value throughout various communications.

The purpose of this study is to explore how fashion clothing is perceived and consumed by young males, what their attitudes are toward fashion and how fashion is used in the construction of a social identity by these men.

An exploratory approach is used in this research, with the fashion consumption behaviours and perceptions of males aged between 19 and 25 explored.

Results note the positive role of social comparison amongst young men in their fashion-seeking behaviour, with fashion consumption playing a large role in the emotional well-being of young men in a social context.

This research was exploratory in nature and used a small sample of males from a specific age cohort. As such, the results cannot be generalized but do offer analytical insights into male attitudes and behaviour toward fashion that can be extended in future research.

While the act of shopping for clothing was traditionally seen as a female recreation, fragmentation of the traditional male/female dichotomy has seen men become active in the social consumption ethic surrounding fashion. The current study examines the emergence of fashion-aware males and offers insight into the key motivations for young males to seek out fashion products.

In a society where fashion seeking is a popular recreational activity across genders and changing notions of masculinity allow for more appearance focused men, shopping for clothes is no longer considered an exclusively female activity.

Where research has previously examined fashion items and their integral role in product-self extension from a female perspective, very little studies focus on males’ relationships with fashion. Whilst prior research has examined men’s self-image and self-modification via exercise or plastic surgery, there is little that focuses on the role of clothing in men’s identity creation.

Textile and contemporary apparel manufacturers are adopting and integrating cutting-edge technologies to reduce their impact on the environment and gain an advantage in the marketplace. Most previous studies have ignored business intelligence systems (BIS), notably in the textile and apparel industry (T&A), in favor of looking at the larger picture of how big data would affect retail and distribution in a company. This is especially true for the T&As.

The authors report that they conducted 14 semi-structured interviews with 12 international luxury tourism service providers. In this case, researchers use snowball features and systematic techniques to select participants. A qualitative content analysis strategy is used to capture the focus of the interviews.

Problems with T&A company sustainability, opportunities to increase value creation via use of industry-leading business intelligence (BI) solutions and perceived roadblocks to BIS adoption were all found by the poll. Garment retail and distribution sector has benefited greatly from the increased use of Industry 4.0 technologies, especially those that provide better BI solutions. Determine the extent to which industry participation slows down or speeds up the process. The Company Information System (BIS) will help convince non-tech-savvy business owners of the financial, economic and environmental benefits of adopting certain technologies developed as part of the industry 4.0 movement.

The authors of this research claim theirs is one of the first to investigate what variables affect the uptake of BIS, ultimately hoping to find out how BIS may be used by T&A businesses to tackle environmental issues through the use of Industry 4.0 technologies. The purpose of this study was to see whether BIS might aid T&A firms with their sustainability issues.

In the last several years, there has been a meteoric rise in interest in big data and business analytics among firms and educational institutions alike. This paper tries to introduce readers to the concept of business analytics in a way that is both academic and accessible, considering both the present and future of the field. This paper begins with a quick introduction, followed by a summary of the three distinct forms of predictive modeling discussed.

In an effort to help aspiring analytics professionals, they have identified, categorized and evaluated the nine distinct players that are now active in the analytics market. Following this, they will provide a high-level summary of the many different research projects currently being worked on by their group.

Compared to monoracials, multiracials appear (a) to be more concerned about acceptance within their select social groups and within society at large and (b) to have higher differentiation and uniqueness needs. Artworks help consumers successfully fulfill these needs, and multiracials are heavily dependent on artworks in their (racial) identity negotiations. In addition to these needs, familial background, school, and technical qualities of artworks serve as antecedents to artwork consumption. Multiracial identity influences artwork consumption both directly and indirectly. The indirect influence is mediated by social acceptability, group identification, and uniqueness needs. Artwork consumption serves multiracials in two ways: pleasure/escape and communication/identity negotiation.