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The purpose of this paper is to explore the levels social media (SM) platforms are influencing consumer decision-making process for Generation X and Y consumers in the retail fashion environment.

This study adopts an interpretive, exploratory approach, applying a qualitative design. The research involved eight in-depth interviews and two focus groups in order to gain in-depth insights of two generational cohorts opinions, arguments, motivations and ideas.

The findings revealed that consumers use a variety of internal and external motivations that influence their behaviours and perceptions of high-street fashion retailers, and these factors are aided and facilitated by the use of SM. However, the research also revealed that SM is not the only source that motivates their consumer decision-making process, and with the proliferation of active users on SM, these platforms are (and will continue to have) an ever more increasing impact on consumer decision-makings. Participants were found to actively use SM to gain inspiration and information regarding high-street fashion retailers, however their final intentions to purchase were not as highly influenced by the content produced as previously expected.

Prior to consumers’ making any decisions they are impacted by various stimuli, however, with the proliferation of active users on SM, the influence these platforms unconsciously have on consumer behaviour is vast. Therefore, suggesting that consumers are not as predictable as traditional consumer decision-making process (CDMP) theory postulates. Although thought processes do appear to exist, consumers now demonstrate a much more complex process, which create multiple layers of motivations where internal and external factors overlap.

The findings of this study present valuable implications for high-street fashion marketers and are anticipated to enhance and deepen fashion marketers understanding of CDMP when using SM. Thus, they must strive to understand and provide relevant content to consumers’, not only for Generation Y but also Generation X, responding to quickly changing consumer demands and expectations with both of these cohorts. Overall, these findings propose that high-street fashion retailers on SM must understand the complexity of internal and external factors motivating consumers to interact with retailers online and off, and therefore, generating added value for their consumers. This is useful within marketing practises.

This paper gives some clarity and insight into the motivations of consumers in the fashion retail environment, from a digital influential perspective.

The findings concluded that SM has created a consumer that can be impacted at any stage of the decision process and has added to the research regarding unplanned consumer behaviour. Participants behaviours were stimuli-driven and user-controlled. Therefore, this had a larger impact on inspiration as opposed to modifying their behaviours to align exactly with trends or products.

Purpose: The purpose of this chapter is to provide research-based information to foster positive discussions about the need for phonics and phonemic awareness instruction in the primary grades. In order to read, students must possess secure knowledge of the alphabetic principle (i.e., that speech sounds are represented by combinations of letters in the alphabet) as well as the ability to aurally separate the distinct sounds (phonemes) that make up words.

Design: In this chapter, the authors provide essential definitions of phonics and phonemic awareness terms, highlight peer-reviewed research and best instructional practices, and clarify findings in relation to the recently renewed controversy over how to effectively teach reading to young children. The authors draw from respected research journals and years of classroom experience to provide recommendations to literacy teachers.

Findings: Explicit, systematic phonics instruction is crucial for beginning readers because most children will not intuit phonics concepts. To set the stage for phonics instruction (connecting speech sounds with their written representations), students must understand how to separate sounds in words. Therefore, instruction in phonemic awareness must be given independently of alphabetic representations; that is, students need to be able to hear the distinct sounds before mapping them onto written words. Once a student has mastered this understanding, however, instructional time need not be devoted to its development.

Practical Implications: This chapter contributes to the literature on phonics and phonemic awareness by clearly explaining the differences between the two concepts and their necessary inclusion in any beginning reading program. It includes practical activities teachers can use to develop these understandings in the classroom and provides research evidence to support their use.

In the context of the trade war in full swing, the global supply chain systems have experienced a serious shock and become very vulnerable. The purpose of this paper is to explore the intertwining effects between the export-supporting subsidy policy and the import-deterring tariff policy to develop better insights for trade policy-making under the intra-industry-trade (IIT) conflicts. The research results may provide the trade policy makers and international businesses with better insights in making rational trade policy and business decisions.

Two-stage game-/bargaining-theoretical models for the dual competing international supply chains with a unilateral/bilateral tariff imposing or subsidy implementing under six different scenarios of IIT conflict are developed, analyzed and compared. On this basis, the corresponding numerical analyses are conducted to assess the impact of the tariff and subsidy policies and derive the trade policy implications and business insights.

The research results indicate that: (1) the bilateral subsidy implementing from both governments is the best policy for all stakeholders in two countries, which would lead to the highest profits, social welfare and consumer surplus than those of the other scenarios; (2) the bilateral tariff imposing of both governments is the worst policy for all stakeholders in two countries, which would lead to the lowest profits, social welfare and consumer surplus than those of the other scenarios; (3) the fair trade scenario without tariff imposing and subsidy implementing turns out to be the second-best trade policy for the governments. Under the World Trade Organization rule and fair-trade principles, the bilateral subsidy policy is not allowed in most of the cases. Thus, adopting a fair-trade policy may be the most appropriate trade policy for two trading countries.

The modeling approach developed for this study is original and innovative due to the following characteristics. First, based on three trade policy alternatives – fair trade, tariff imposing and subsidy implementing – of two generic governments under IIT conflict, nine different combinations of three policy alternatives are defined. Second, excluding the symmetrical combinations, six IIT conflict scenarios under various tariff/subsidy policy pairs ranging from no conflict to high conflict are assumed for two dual competing international supply chains. Third, a novel two-stage game-/bargaining-theoretical modeling approach is applied to investigate the optimal/equilibrium decisions regarding pricing, ordering quantity and their critical economic outcomes for all possible trade policy scenarios. Fourth, this study lays down a research foundation for the future trade conflict study using a game-theoretical modeling approach.

Oppressed peoples have always told stories in which they shared images of themselves as powerful and free. Visions and prophecies and stories have shown people what is possible, what is yet to come, what our deepest selves are capable of.

Recent years have seen the development of intra‐industry trade models based upon the work of Lancaster (1979). Although these models demonstrate the conditions which lead to intra‐industry trade they cannot, in general, predict the direction of bilateral trade flows in the same commodity. Work by Lancaster (1984) and Lyons (1984) identifies two possibilities — the interleaved case (each domestically produced variety is bordered on both sides by a foreign produced variety) and the split case (domestic firms produce on one half of the preference spectrum and foreign firms on the other). Which of the two cases applies is seen as being determined by historical demand patterns. This paper seeks to model these patterns by a simple adaptation of the model of Lancaster (1980).

In this chapter, the authors take a close look at the current discourse of food system relocalization. From the perspective of theories of justice and theories of neoliberalism, food relocalization is wrapped up in a problematic, and largely unexamined, communitarian discourse on social justice. The example for California's localized governance of pesticide drift demonstrates that localization can effectively make social justice problems invisible. The authors also look at the EU context, where a different form of localization discourse emphasizes the local capture of rents in the value chain as a neoliberal strategy of territorial valorization. Examining Marsden et al.'s case study of one of these localization projects in the UK, the authors argue that this strategy does not necessarily lead to more equitable forms of rural development. In fact, US and EU discourses are basically two sides of the same coin. Specifically, in neoliberal biopolitical form, they both obscure politics, behind either the discourse of “value” in the EU or “values” in the US. Rather than rejecting localism, however, the authors conclude by arguing for a more “reflexive” localism that harnesses the power of this strategy while consciously struggling against inequality in local arenas.