We explore the mechanism through which social media influencers (SMIs) persuade consumers to adopt brands. Guided by the influence framework, we propose and test empirically SMIs' influence mechanism, which occurs in four principal stages: (a) a SMI's influence attempts (showcasing H1: attractive; H2: prestigious; H3 and H4: expert; H5: informative; and H6: interactive Instagram contents); (b) target consumers' attitudinal response to the influence exercised (evaluating the SMI as a H7: taste and H8: opinion leader); which, in turn, affects (c) the targets' desire to comply (the desire to mimic); and ultimately (d) their favorable behavioral outcomes (H9: social media word-of-mouth and H10: purchase intentions). On the basis of the survey data from 395 respondents, we used structural equation modeling to test our hypotheses and proposed model. We verified the robustness of our results using an ordered probit regression model and analyzed the mediating role of consumers' desire to mimic SMIs in the influence mechanism. Our results confirm that the five aspects of influencing posts affect consumers' attitudes positively and significantly, which in turn leads to positive behavioral outcomes through their desire to mimic SMIs. We discuss the results' important implications for both scholars and practitioners. K E Y W O R D Sdesire to mimic, influence mechanism, influencer marketing, instagram, purchase intentions, social media, social media influencers

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Despite the strong societal demand for circular fashion (CF) businesses, the literature lacks a contextualized understanding about what has been explored versus what has been underexplored in the current literature. Although the fashion supply chain involves many stakeholders, the majority of the literature discusses CF from the stance of internal stakeholders. Less is understood about the external stakeholders' perspective. To offer a holistic understanding about the CF traits (i.e., drivers, strategies, practices, barriers, and enablers) for all stakeholders, we have systematically reviewed the CF literature and integrated a stakeholder's perspective into this review process. Through content analysis, Study 1 shows the current trends in the CF literature and suggests avenues for future research. Through thematic analysis, Study 2 identifies the CF traits for all stakeholders, both internal and external. The results yielded a conceptual framework offering an integrated understanding about how fashion businesses can institute true circularity by engaging external stakeholders in their CF-related endeavors.

Building on Self‐Determination Theory, the researchers examined whether consumers’ intrinsic values precede a relatively new concept of a “sustainable luxury purchase (SLP),” in which consumers make a conscious choice of purchasing luxury for its timeless style over short‐lived fashion and long‐lasting quality over excessive quantity. Also, the researchers explored whether extrinsic values drive a traditional, conspicuous luxury purchase (CLP). In addition, the researchers assessed whether both SLP and CLP led to positive affect which in turn influenced repurchase intention. Structural equation modeling (SEM) analysis based on 452 responses revealed the critical roles that intrinsic values (i.e., seeking personal style and social consciousness) and extrinsic values (i.e., seeking latest fashion, public self‐consciousness, and status consciousness) played in SLP and CLP, respectively. Interestingly, SLP predicted positive affect more strongly than did CLP stressing the importance of sustainable purchase in creating positive emotional responses toward luxury brands, which ultimately lead to repurchase intention.

Purpose This paper aims to examine, building upon affect balance theory, whether the two modes of luxury consumption, conspicuous consumption (CC) and style consumption (SC), trigger consumers’ mixed emotions of pleasure and guilt and whether the mixed emotions interactively as well as independently influence consumer loyalty to repurchase luxury. Design/methodology/approach Using an online survey and seemingly unrelated regressions (SUR) analysis, the authors test the hypotheses and assess the parallel (double) mediation effects of pleasure and guilt on the relationships between luxury consumption and repurchase intention. Findings The authors confirm the relationships between CC and pleasure (+), between SC and pleasure (+), between CC and guilt (+) and between SC and guilt (−); the independent effects of pleasure (+) and guilt (−) on repurchase intention (RI); and the interaction effect of pleasure and guilt on RI (+). The authors further demonstrate that both pleasure and guilt mediate the relationship between CC and RI, whereas only pleasure mediates the relationship between SC and RI. Research limitations/implications Future researchers may consider possible mixed emotions other than pleasure and guilt and further explore the dynamics between mixed consumer emotions and consumer loyalty in diverse consumption contexts. Practical implications The authors suggest luxury marketers to reduce consumer guilt by promoting SC and by maximizing consumer pleasure, which will lead to greater repurchase intention. Originality/value Prior research focused on either the positive or negative side of consumer emotion. The authors fill in the research void by examining whether mixed emotions coexist in luxury consumption and how they interplay and influence consumer loyalty.