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This chapter focuses on the US Civil War of 1861–1864, the application of the laws of war to a civil war, and gives great attention to US Army General Order 100 (aka The Lieber Code), the first set of laws to direct and constrain the behavior of troops in the field.

The research paper examines the impact of perceived social media marketing activities (SMMAs) (interaction, entertainment, customization, trendiness and word of mouth (WOM)) on customer loyalty (CL) toward e-commerce providers. The study also explores the mediating role of customer relationship quality (CRQ) (commitment, trust and satisfaction) on the relationship between perceived SMMAs and CL.

The study is based on the S-O-R model, which states that characteristics of the environment (stimulus) arouse a cognitive state (organism) that results in positive or negative behavior (response). The present study proposes the characteristics of the e-commerce environment as stimuli (S), the inner state of customers as an organism (O) and consumer behavior as the response (R). This study investigated the responses of 487 social media users through structural equation modeling (SEM).

The results offer three crucial findings. First, the study validated that perceived SMMA comprises five dimensions (interaction, entertainment, customization, trendiness and WOM) in the Indian e-commerce context. Second, perceived SMMA significantly influences CRQ (commitment, trust and satisfaction). Third, CRQ significantly mediates the relationship between perceived SMMA and CL.

The study attempts to understand the effect of perceived SMMA on CL via CRQ in an e-commerce context, especially in an emerging economy like India. The present study argues that the SMMA of e-commerce is likely to be reflected in CL when the consumers experience CRQ through commitment, trust and satisfaction. Thus exploring the mediating role of CRQ is the authors' contribution.

This study aims to examine the moderating role of dimensions of brand authenticity (continuity, credibility, integrity and symbolism) in the relationship between evaluations of imperfect experiences and satisfaction within a service experience context. Building on prior research arguing for the subjective evaluation of service experiences as well as for the use of signals during dynamic experiences that build a shield to protect a brand, it assumes that service experiences range across a continuum of experiential perfection/imperfection.

Two Web-based surveys, one pilot (N = 231) and one main (N = 349) have been conducted. The survey methodology was complemented by a (moderated) structural equation modelling approach taken for the data analysis.

The findings indicate that imperfect experiences in a restaurant context have a negative influence on satisfaction. Brand continuity, credibility, integrity and symbolism authenticity weaken the negative relationship between imperfect experiences and satisfaction, but this effect seems to depend on the type of experiential imperfections.

The current study provides theoretical and preliminary empirical evidence explaining how dynamic interactions with customers can impact subsequent static experiences. The authors found that the strength of the relationship between imperfect experiential elements and satisfaction does not only depend on perceived brand authenticity and does not always weaken when brand authenticity is present.

This study aims to examine whether sport companies that promote gender equality through femvertising, an advertising trend that empowers women and confronts gender stereotypes, actually support women’s rights with institutionalized approaches to challenge gender issues. Some sport brands even have won awards for their femvertising efforts, however, not all of them have modified their policies and programs to support gender equality. Sport femvertising can be a new area for CSR-washing and this study investigated this potential.

Utilizing a content analysis, this study compared sport brands' (award-winning vs non-award-winning) level of engagement in internal and external CSR activities regarding gender equality. Sport brands’ CSR attempts and number of women in leadership positions were analyzed through companies’ CSR reports, annual reports and websites.

Only few differences between two groups (award-winning vs non-award-winning) of sport brands were observed regarding their gender equality CSR engagement. In some cases, non-award-winning sport brands had a greater percentage of women in leadership and practiced more internal gender equality CSR.

This paper provides valuable information about the potential of femvertising as an advertisement, as well as CSR strategy. Results of this study broaden our understanding of how sport companies embraced this advertising/CSR technique and the repercussions. Findings provide guidance for sport marketers who seek to improve their brand image through femvertising.

Despite the online shopping trend, many women still prefer in-store experiences for trying on and buying clothes. The body positivity movement endorsed by many brands implies that all women, even those with lower body appreciation, should feel included in this setting. However, studies have yet to quantitatively explore the mediating role of women’s positive body image between clothing size and in-store experiences. To address this gap, this study examined the in-store experiences of 642 women from largely Western nations (Mage = 45.96, standard deviation (SD) = 9.31) who self-reported as straight-, mid- and plus-sizes and the mediating role of body appreciation.

Participants completed online questionnaires with measures including clothing size, body appreciation, in-store experiences and preferences for in-store changes.

Women of mid-size and plus-size were more likely than women of straight-size to report lower body appreciation, which led to a greater desire for guidance from staff about styles but less likelihood to approach them, higher discomfort going up a size and lower confidence trying on clothes. In contrast, straight-size women generally felt more comfortable and confident in-store clothes shopping. A direct link between clothing size and lower purchase intentions without in-store representation was found; however, body appreciation did not mediate this link. Preferences for in-store changes included better support from sales staff and more inclusive imagery.

This study indicates that in-store clothes shopping may not feel like retail therapy for women who identify as mid-size or plus-size and experience low body appreciation. It highlights the need for comprehensive reform within the fashion retail industry by prioritizing inclusivity through better staff support and in-store representation for all sizes.