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This study aims to examine the effect of digital fashion marketing on consumer purchase intentions. Rooted in the stimulus–organism–response framework, it explores how digital marketing strategies in the fashion industry influence consumer attitudes and satisfaction, ultimately affecting their purchasing decisions.

It is mainly focused on the attitudes, satisfaction, and purchase intentions of young consumers in China and South Korea toward fashion brands stimulated by digital fashion shows and non-fungible tokens. This study modifies the research model through case studies, collects data through questionnaires, and analyzes the data using fsQCA and AMOS.

The findings of the fsQCA study show that stimuli impact consumers’ attitudes, satisfaction, involvement, and willingness to rewatch. The multigroup analysis shows that social norms and images have a greater influence on individuals in China, whereas Korea has a higher direct effect of individual involvement on consumption behavior.

The study is useful for global fashion brands because it emphasizes the role of digital innovations in shaping consumer–brand relationships and makes strategic recommendations for sustainable growth in the digital fashion landscape.

This research focuses on common misconceptions about the factors driving women to purchase footwear impulsively. Its primary objective is to explore how emotional and social triggers specifically influence women's purchasing decisions, contrasting with the traditionally rational consumer models.

An online questionnaire was administered to a sample of women, yielding 199 useable responses.

The findings reveal the key determinants of women's impulsive retail footwear purchases, which include self-regulation, hedonic motivations and the influence of the retail store environment. This research challenges the prevailing assumption that women's passion for shopping is driven solely by inherent characteristics and suggests that external factors substantially shape their impulsive buying behaviour. In summary, the stereotypical portrayal of women as compulsive retail footwear shoppers may result more from external stimuli and environmental factors rather than an intrinsic trait.

This study improves the existing knowledge of women’s impulsive buying behaviour by unveiling the determinants of women's impulsive footwear purchases and assessing whether prevailing stereotypes hold true.