The erosion of high-end fashion brands by fast fashion copycats (e.g., Zara, H&M) has provoked ongoing controversies and unceasing legal attempts to copyright fashion designs. Despite this tension around the enforcement of copyrights and the purported negative impact of copycats, the effect of...

Based on consumers’ “cognitive→affective→behavior” hierarchy theory of reaction, this paper builds the relational model of electronic word-of-mouth (eWOM) information (from two dimensions, quantity and timeliness), consumer trust, and purchase intention under C2C environment. The...

In the rapidly growing influencer marketing industry, positive consumer sentiment toward sponsored content is critical for the success of sponsoring brands and influencers alike. Unfortunately, consumers tend to react more negatively to sponsored videos than to non-sponsored videos. This paper...

It is well established in the literature that customer retention is at least as important as customer acquisition, especially in the freemium-based virtual economy, in which individuals are connected by multi-relational social networks, such as the “friendships” and “guilds” (virtual...