Purpose: Second-hand clothing (SHC) has kindled a growing interest among researchers and practitioners. However, despite all the benefits that this market presents, consumer adherence still has considerable room for improvement. Several studies have explored the main motivations that lead...

Purpose: The present study seeks to outline the role of marketing automation (MA) in measuring the return on marketing activities and the challenges associated with reaching accountability in marketing. Design/methodology/approach: ...

Purpose: The purpose of this study is to explore and compare how fashion and apparel brands are using the multiple available channels to increase the number of touchpoints with clients by evaluating the use of multichannel and omnichannel strategies. Design/methodology/approach: To determine...

Purpose: Chatbots represent an innovative channel for retailers to meet young customers' needs anywhere and at any time. Being an emergent technology, however, it is important to investigate more thoroughly how users perceive it, and which are the variables that enhance a positive attitude...

Purpose: Social network sites are key marketing tools that allow brands to connect and engage with consumers. However, there is still a lack of evidence of their value for football brands. This research aims to understand the motivations for fans to engage with their favourite football brands...