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Over the past few years online fashion communities have proliferated becoming an increasingly powerful forum for user-generated content, and consequently, the fashion industry has shown great interest in such communities. The purpose of this paper is to review and analyse brand advocacy behaviour within luxury brand accessory forums: to analyse the role these communities play in influencing purchase intention; assessing their contribution to fashion brand love.

The study adopted a netnographic approach to the phenomenon of online luxury accessory communities. The research reports observational data including blog texts and audience comments for four popular forums: The Purse Forum, The Fashion Spot, The Bag Forum (TBF) and Shoe Forum (SF). Although the forums are open to all and are designed to be internationally relevant; the observations were conducted from a base in the UK.

Findings indicate that informants display some unifying characteristics clustered around engagement, involvement, self-concept and self-connection, brand love and hedonic values. Informants however, display some discernible differences as they “rally” to two distinctive totems: first, active luxury brand advocates and second, passive brand advocates. Although subtle, these differences suggest significant possibilities for fashion brand owners.

Further research could include the measurement of brand advocacy to distinguish more clearly between high and low levels of advocacy and the resulting consumer behaviour intentions. One sub-group that would be interesting to explore is that of brand evangelists and their relationship with fashion brands: what are the reasons for treating brands as religious artefacts and can this extreme level of advocacy be developed by marketing? The study focused on observing online posts by self-selected brand advocates. A worthwhile comparison could be made with fashion communities where brand marketers are active participants and how this influences the discourse and actions of brand advocates.

The findings indicate that all forum members are incredibly attached to their brands, but will still consider purchasing several brands as their “evoked set”. Additionally, even when demonstrating involvement, they can operate as passive observers in the online community.

Social media, especially online forums, play an important role in contemporary luxury fashion branding. This study addresses the role these forums play in supporting brand love and the contribution they make to luxury brand advocacy. Membership and influence dynamics are reported; which have resonance to both practitioners and researchers.

Hierarchy and bureaucracy have been more or less welcomed companions of human civilisation from the very beginning. In almost every culture and epoch, ruling elites and followers, superiors and subordinates can be identified. Hierarchy and bureaucracy are quite flexible, adaptable and they are fairly persistent – but why could, or even should we see this as a problem?

This introduction will first provide a brief history of no change, followed by the second section where the advantages and disadvantages and the contested terrain of hierarchy are elaborated in some length. The discussion focuses on three areas: the functional, social and ethical qualities of hierarchy. In the final section, the chapters of this volume will be briefly introduced. The chapters are grouped into three sections: (I) Fundamentals and historical accounts of bureaucracy, (II) Organisational, cultural and socio-psychological aspects of hierarchy and (III) Alternative views on, and alternatives to hierarchy.

This chapter assesses the extent to which historical levels of inequality affect the creation and survival of businesses over time. To this end, we use the Global Entrepreneurship Monitor survey across 66 countries over 2005–2011. We complement this survey with data on income inequality dating back to early 1800s and current institutional environment, such as the number of procedures to start a new business, countries’ degree of financial inclusion, corruption and political stability. We find that, although inequality increases the number of firms created out of need, inequality reduces entrepreneurial activity as in net terms businesses are less likely to be created and survive over time. These findings are robust in using different measures of inequality across different points in time and regions, even if excluding Latin America, the most unequal region in the world. Our evidence then supports theories that argue early conditions, crucially inequality, influence development path.

To understand how people using community public mental health services conceptualize community and their place within it within the post-deinstitutionalization era.

Two hundred ninety-four service users completed structured interviews in two urban, outpatient, public, and community mental health facilities in the Northeast. Quantitative and qualitative responses to the MacArthur Scale of Subjective Social Status, Community Ladder version, were analyzed to understand perspectives on community.

Mean subjective community status ladder score among participants was five (SD = 2.56). Participants identified four broad categories of definitions of community: geographic community; community related to social definitions; contributing to society; and mental health service-user communities. Explanations for the location of their placement on the ladder (subjective community status) include comparisons to self and others, contributions to community, and social relationships. There was also a set of explanations that spoke to the intersection of multiple marginalizations and structural constraints. Finally, we explore relationships among understandings of community and perceptions of place within community.

Community integration is a critical concept for community public mental health services, but little research has explored how mental health service users conceptualize their communities and their roles within them. Understandings of community are crucial to appropriately support peoples’ needs within their communities. Furthermore, participants identify mechanisms that facilitate their personal community standing, and these are areas for potential intervention.

This study aims to address the following questions: What is enduring about consumer behavior on social media given that digital and social media (DSM) technologies change rapidly? Why do millennials use social media to the extent they do? The authors’ review revealed that a prevailing theoretical approach that may help answer these questions is inadequate. The technology acceptance model (TAM) from information systems was grafted into marketing to explain consumer technology adoption. TAM predicts Facebook adoption effectively, as demonstrated in the authors’ first study, but does not go beyond that in explaining the why’s behind its use. In a second study, the authors used the means-end approach (MEC) complementarily to unearth the why’s of millennials’ use of Facebook.

The authors used a mixed-methods design combining the structural modeling of TAM with the probing one-on-one interviews and laddering of MEC.

The authors found that the laddering process both widened and deepened TAM’s scope. It not only confirmed the importance of the TAM attributes, perceived ease of use and perceived usefulness, but it also revealed others, in determining adoption. It was also able to dig deeper from these to uncover a mesh of fundamental values that millennials used Facebook to satisfy, such as belongingness, pleasure, social acceptance and inner harmony, in their quest for inner and relational contentment. The authors also found negative aspects that kept consumers away, such as its lack of privacy and the overwhelming nature of unwanted video in its feed, tying these back to important values.

The authors build on prior exploratory work relating to DSM use and uncover psychological drivers of consumer behavior on social media, by blending TAM in a consumer context, and the MEC approach. The TAM-MEC framework used here offers a technology-independent template for other DSM research, by focusing on how and why consumers use media socially.

Managerially, the authors discuss the building of sustainable marketing strategy on enduring consumer values rather than on transient attributes or technologies. The authors also discuss potential areas of vulnerability for Facebook, such as its increasing use of video and live content, which creates negative consumer sentiment and which may drive consumers to competitors.

By blending the quantitative TAM and the qualitative MEC, something that has not been done before in marketing, this research provides trustworthy answers to the research questions. In so doing, this study also contributes some cohesion to the fragmented DSM research field, as called for recently in prominent journals, by anchoring DSM study in well-established theories in marketing.

This paper aims to address the research question of whether family social capital affects the degree of engagement in the entrepreneurial process in the case of hospitality and tourism (H&T) new ventures, and how this relates to environment-related motivations. In particular, drawing on a process-based approach of individuals’ engagement in entrepreneurship, this paper provides new insights into the relationship between the perception of support by the family through the provision of bonding and bridging social capital and the decision to engage in the entrepreneurial process. The main contribution consists in the role of “following an environmental mission” that emerges as a motivation mediating the relationship between family resource provision and entrepreneurial engagement in the H&T industry.

For this exploratory study, we rely on cross-sectional observations from 2,923 individuals gathered through the Global University Entrepreneurial Spirit Students Survey, which collects information on career choices and preferences of university students around the globe. Given our focus on the early engagement process in entrepreneurship and the role of embeddedness in family structures, the use of a sample of young potential entrepreneurs such as students is particularly appropriate.

This study suggests that the family acts as a fundamental institution fostering entrepreneurship, both through the provision of bonding and bridging social capital, and the nurturing of attitudes toward the environment. The results indicate that, in the H&T industry, entrepreneurship can be a valuable means to pursue such attitude and is perceived as a way to proactively contribute to undertake responsible environmental activities.

The study provides some implications for researchers, educators and policymakers interested in fostering entrepreneurial initiatives in the field, considering the role of a social-oriented mission as a vehicle to encourage profit-oriented entrepreneurial initiatives, and the importance of the family as a resource provider that fosters entrepreneurial engagement. The paper also discusses the strengths and limitations of this unique and broad cross-national sample.

Becoming entrepreneurs is depicted as climbing an entrepreneurial “ladder”, whereby each individual’s engagement along this process depends on a number of antecedents. Family bridging and bonding social capital, as well as following an environmental mission, emerge as important factors in the H&T industry, thus extending previous literature on the distinctiveness of this industry.

This paper aims to explore why consumers absorb ethical habits into their daily consumption, despite having little interest or understanding of the ethics they are buying into, by looking at the motivation behind mainstream ethical consumption.

Fifty in-depth field interviews at point of purchase capture actual ethical consumption behavior, tied with a progressive-laddering interview technique yields over 400 consumption units of analysis.

Ethical attitudes, values and rational information processing have limited veracity for mainstream ethical consumption. Habit and constrained choice, as well as self-gratification, peer influence and an interpretivist understanding of what ethics are being purchased provide the primary drivers for consumption.

Use of qualitative sampling and analysis limits the generalizability of this paper. However, the quantitative representation of data demonstrates the strength with which motivations were perceived to influence consumption choice.

Ethical brands which focus on explicit altruistic ethical messaging at the expense of hedonistic messaging, or ambiguous pseudo ethics-as-quality messaging, limit their appeal to mainstream consumers. Retailers, however, benefit from the halo effect of ethical brands in store.

The paper highlights the importance of retailer engagement with ethical products as a precursor to normalizing ethical consumption, and the importance of normative messaging in changing habits.

The paper provides original robust critique of the current field of ethical consumption and an insight into new theoretical themes of urgent general interest to the field.

Internet user privacy risks have been a topical subject with respect to consumers, corporations and governments. In line with the recent privacy scandals linked to social media, the aim of this study is to explore users’ privacy protection behaviors (PPB) on Facebook through the actions they take to protect their privacy, their underlying motives and the values behind these protective actions. Moreover, this study aims to address an unintended consequence of Facebook usage. Despite Facebook’s positive and uplifting goal of connecting people, consumers are forced to resort to specific behaviors to protect their privacy and well-being.

This study adopts an exploratory research approach by using a well-established qualitative technique: structured laddering interviews. In total, 20 in-depth personal interviews were conducted with the Millennials.

Results show that the process of privacy protection is initiated by experiences, uncertainty and literacy, rather than threats, which leads to concerns that trigger PPBs. The most common PPBs include: “Reflection,” “Avoidance,” “Intervention,” “Restriction,” “Control,” and “Restraint.” The underlying motives for the adoption of these strategies include: “Success,” “Security,” “Social Recognition,” “A World of Peace,” “Exclusivity of Self,” “Being in Control,” “Meaning” and “True Friendship”.

The present research adopts a transdisciplinary framework to help fill the gap regarding the interplay of PPBs on Facebook, the triggers of those behaviors and their underlying motives. It contributes to the service literature and practice as it provides insights into a growing area of interest, whereas more social media channels are being created and more services are using social media strategies to engage and interact with their customers. Finally, it addresses the growing need to consider the impact of technological services, including internet and social media, on consumers’ and societies’ well-being.