This study seeks to understand the specific factors on social media that help drive the intention to purchase fashion‐related products, focusing on the central role of trust. The unique contribution of this research lies in its exploration of the interplay between perceived usefulness of the fashion brand's social media and peer communication on the fashion brand's social media in driving trust in the fashion brand's social media and, ultimately, purchase intention. Theoretically, we combine the technology acceptance model and consumer socialisation theory to explore the mediating role of trust in a rapidly expanding and growing industry sector. In surveying 150 Europeans to test our hypotheses around the aforementioned concepts, findings show that the perceived usefulness of a brand's social media is impacted by a set of atmospheric cues, and it influences the level of trust in both the fashion brand and its social media channels. Peer communication also influences perceived usefulness and level of trust in both the fashion brand and its social media channels. Trust in the brand but not its social media channels impacts purchase intention. The role of privacy concerns is limited in our model. We draw implications for theory around combining consumer socialisation theory and the technology acceptance model and for managers around parallel strategies to build different sets of trust on social media.

Purpose This study explores the concept of social connectedness for adults with Cystic Fibrosis (CF), generally and during the onset of the COVID-19 pandemic, to help inform contemporary CF healthcare. Social connectedness is an essential component of belonging and refers to an individual’s sense of closeness with the social world. Unique disease factors make exploration of social connectedness pertinent, added to by COVID-19, with the CF population potentially facing increased risk for severe illness. Methods Seventeen adults with CF in Western Australia undertook interviews, with findings categorized as overarching themes. Results In a general sense, participants described social connectedness challenges caused by CF, despite which they reported meaningful connections that benefits their mental and physical health. Within a COVID-19 specific context, participants demonstrated resilience in the face of adversity, highlighted the importance of empathy in relation to the pandemic, and described how social support is both an outcome and enhancer of social connectedness. Conclusions This study contributes to limited social connectedness literature within CF and chronic illness in general, highlighting the importance of social connectedness awareness raising, assessments and interventions in CF healthcare inside and outside the COVID-19 pandemic.