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This study investigates the effect of consumers' brand attitude changes according to the fashion film type. Furthermore, it examines the psychological mechanism by engagement and consumer fantasy proneness. This study is meaningful because it provides a more in-depth understanding of the use of fashion film as a means of consumer-oriented persuasion communication.

This research uses a 2(fashion film type: narrative vs non-narrative) × 2(consumer fantasy proneness: high vs low) mixed factorial design to test the hypotheses. ANOVA and the PROCESS macro mounted on SPSS was used to test hypotheses.

The group with high consumer fantasy proneness showed more changes in brand attitude when exposed to non-narrative than narrative fashion films, but the group with low consumer fantasy proneness showed no significant difference in brand attitude change according to the fashion film type. In addition, when consumer fantasy proneness is high, media and brand engagement for non-narrative fashion films increase sequentially, resulting in a greater change in brand attitude, whereas these psychological mechanisms do not work in groups with low consumer fantasy proneness.

Fashion brands should identify their respective target group when producing fashion films and choose differentiated narrative forms. In the case of pursuing a fantastic aesthetic value, the non-narrative type induces more attention and curiosity from consumers than the narrative type, which affects the feeling of a special bond or relevance with the brand.

This study has value in that it demonstrates the rationale for why a fashion brand needs to select a differentiated content structure according to the aesthetic value pursued when making a fashion film in branding work.

Despite the importance of electronic word-of-mouth (eWOM) in e-commerce transactions on the global market, there is still limited understanding about the effect of eWOM sequence and its psychological mechanism in cross-cultural settings. Therefore, the purpose of this paper is to investigate the differences in brand attitude changes according to the eWOM sequence, as well as cross-culturally, based on thinking styles. Furthermore, the authors examine the moderated mediation effect of perceived cognition congruency across cultures to explain its underlying mechanism.

The authors use a 2 (eWOM sequence: positive/negative, negative/positive) × 2(culture: East (South Korea), West (USA)) factorial design. Perceived cognition congruency is measured as a within-group variable.

First, brand attitude changes in the West (USA) for the negative/positive presentation order are significantly larger than for the positive/negative presentation order, while, in the East (South Korea), no significant differences exist. Second, in the Westerner group (analytical thinking style), the perceived cognition congruency shows a significant difference according to the eWOM sequence, whereas in the Easterner group (holistic thinking style), the perceived cognition congruency does not show a significant difference according to the eWOM sequence.

As such, a strategic interpretation of the mixed eWOM presentation order across cultures is needed. In the West, interest and attention are necessary for the eWOM sequence. However, in the East, a different strategic approach, except for the presentation order of mixed eWOM, is required. The other elements of the mixed eWOM, such as attribute type or intensity of negative information, need to be considered for mixed eWOM management.

This study expands the existing body of knowledge on the sequence effect of mixed eWOM. Furthermore, it provides strategic direction and practical implications for mixed eWOM-driven information management, focusing on sequence in cross-cultural settings.

The purpose of this paper is to investigate the effect of perceived corporate social responsibility (CSR) initiatives moderated by a user characteristic (heavy users) on game-item purchase intention and uniquely propose that this moderation is serially mediated by self-esteem and compassion.

A 2 (CSR initiatives: high vs low) by 2 (user characteristic: heavy vs non-heavy users) experimental design was employed to test the propositions in the context of an online mobile game.

The results demonstrate that heavy users with high-perceived CSR initiatives have a higher intention to purchase game items. The results also show that self-esteem and compassion fully and serially mediate the effect of moderation on the intention to purchase game items.

This serial mediation mechanism has rarely been proposed and tested in previous studies and may contribute to extending the literature.

The purpose of this study is to segment the university student casual apparel market based on clothing benefits sought and develop a profile of each segment in terms of attribute evaluations, shopping orientations, and repatronage behavior.

Questionnaires were distributed to 200 university students at Florida State University and 184 completed questionnaires were analyzed.

The results were as follows. First, analysis of consumer clothing benefits sought generated six factors and attribute evaluation produced two factor solutions and shopping orientation generated three factors. Second, three consumer groups – utilitarian benefit group, hedonic benefit group, composite benefit group – with different clothing benefits sought were identified. Third, the study found significant differences in consumers' hedonic and utilitarian attribute evaluation among the groups. The study also revealed significant differences in shopping orientations and brand repurchase intentions among the groups.

From these results, it is possible to identify that clothing repurchase intention was significantly different among three different groups with different clothing benefits sought. Furthermore, consumer classification according to clothing benefits sought in university students' casual wear purchase can be used by clothing marketers and managers to establish product plan and marketing strategy development.

The study has originality and value in that the relationship between clothing benefits sought and repurchase intention has not been studied very much in the clothing domain.

This paper aims to provide a bibliometric study of journal articles related to institutional repositories in the Social Sciences Citation Index (SSCI) between January 1993 and August 2017. This study will provide researchers with a foundation for further research.

In this study, articles published were analyzed; titles were searched using the term “institutional repositories.” The data were evaluated in response to four research questions on the following topics: publication trends, prolific authors, core journals and times cited.

The results indicate that 124 articles on institutional repositories were authored by 223 individuals. These articles were cited 722 times in 37 journals, and the h-index provided by the Web of Science was 14.

This study only investigated articles titled with institutional repositories in the SSCI. Other items were not included.

This study shows that the implementation of institutional repositories has been limited to library and information science. If they can be used broadly in different disciplines, a better outcome can be expected.

Based on the findings, the growth of institutional repositories as an academic subject is likely to continue. If such discussions can be conducted in other disciplines, institutional repositories may be able to provide a more promising outcome to academia.

This paper is valuable for researchers who wish to examine the trends of institutional repositories in the SSCI and seek possible areas for further research.