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...

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...

By 2011, approximately 83% of Fortune 500 companies were using some form of social media to connect with consumers (Hameed 2011). Further, surveys suggest that consumers are increasingly relying on social media to learn about unfamiliar brands. However, best practices regarding the use of social...

Marketing has been revolutionized due to the rise of digital media and new forms of electronic communication. In response, academic researchers have attempted to explain consumer- and firm-related phenomena related to digital, social media, and mobile marketing (DSMM). This paper presents a...

Consumers increasingly inform one another about marketplace offerings in online forums. These forums vary in terms of the information provided about reviewers (e.g., consumers may have no information about a reviewer or may see a full reviewer profile containing multiple pieces of demographic...