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The influence of trade unions and the cross‐cutting of gender and ethnicity on career development is a neglected area of study. By drawing on research in four UK trade unions, this paper engages with the career impact of unions on black and minority ethnic women trade union activists. In particular, it explores the career impact of three key areas of analysis: the gendered and ethnicised order, union networks and the career indeterminacy of union women. The experience of the women in our study demonstrated how careers are constrained by a complex set of racist and gendered forms. Union networks are shown to be an important arena for union involvement and personal development. Such networks facilitate the development of personal resources to challenge injustice in the workplace but they also provide a range of knowledge and skills that provide greater degrees of freedom in the way that an individual's career may unfold.

Purpose: This study analyses the mediating effect of parasocial interaction (PSI) in the link between hedonic motivation and impulsive buying intention (IBI) in fashion vlogging about sustainable cosmetics.

Need for the Study: Due to the mass popularity of YouTube, vlogging has led to an augmented level of PSI of vloggers with consumers, which strongly impacts a consumer’s behavioural consequences and persuades consumers to indulge in impulsive buying. Thus, marketers need to comprehend the changing behavioural patterns, including sustainable products, as this new communication medium serves the future of promotion and advertising.

Methodology: Online questionnaires were administered to 349 Gen Z female fashion vlog followers. Structural equation modelling and Hayes Process macros were employed to test the model relationships.

Findings: Results indicate that PI with the fashion vlogger partially mediates between hedonic motivation and impulse buying intention for sustainable cosmetic products. Fashion consciousness (FC) was also established as a significant moderator between all the model relationships.

Practical Implications: The findings of the study would be helpful for fashion brands in the content development of visual marketing communications, which would tap the female Gen Z consumer. Improving the PSI between the follower and the fashion vlogger can be easily enhanced by delivering the right content through the vlogger’s videos.