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The purpose of this study was to understand factors affecting market mavens' use of social media for fashion-related information provision. The study examined market mavens' motivations to share fashion-related information. Specifically, this study investigates the impact of their motivations (i.e. pleasure from helping, a sense of obligation) and technology acceptance model variables (i.e. beliefs about and attitude toward using social media) on intention to use social media for sharing fashion-related information.

An online survey yielded 862 responses from US female respondents. A subset (N = 307) representing those high in market mavenism was used for the study. Structural equation modeling was employed for the analysis.

The results confirmed that market mavens were driven by pleasure from helping and a sense of obligation to share fashion-related information. These motivations and attitude toward using social media to disseminate fashion-related information positively influenced market mavens' intention to use it to disseminate fashion-related information. Furthermore, belief variables (i.e. perceived usefulness, ease of use and enjoyment associated with social media) indirectly impacted this intention.

The study adds to the scant research examining market mavens' motivations for sharing fashion-related information with others and their intention to use social media. It provides valuable insights for fashion retailers looking to enhance the impact of social media marketing through the deployment of market mavens – very knowledgeable, motivated and trusted consumers.

This study aims to delve into the varying impacts of different types of emotions conveyed through retailers' review request texts on consumers' intention to write a review.

To verify the relationships between these variables, two laboratory experiments were conducted in this study.

The findings indicate that when accompanied by an objective statement, texts that evoke empathy and favor have a positive influence on consumers' inclination to write a review. Moreover, by examining the underlying mechanism, this study uncovers two interconnected mediators, namely persuasive intent and cognitive (affective) resistance, along with empathy and helping intention. Additionally, the study explores the moderating role of customer satisfaction with the product, shedding light on the contextual factors that influence the effects of emotional cues in review texts.

This research contributes to the literature and practice by focusing on the process of retailers' generating online reviews. This is one of the first studies to systematically examine the effects of emotional text in retailers' review request on consumers' reviewing intention from the perspective of emotional evocation. The experimental findings and the underlying mechanisms emphasize the impact of different types of emotions in retailers' review requests texts on consumers' reviewing intentions. It can help retailers better understand the psychological reactions of consumers when they ask reviews, which provide theoretical support for retailers to design more reasonable asking texts.