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Although fashion products feature a short lifespan owing to rapid changes in trends, fashion is one of the most active sectors in reward-based crowdfunding. This study aims to explore what drives backers to be involved in fashion projects despite the delay in obtaining rewards.

This study used the mixed method approach by conducting a critical incident technique and two online surveys with 801 crowdfunding backers.

Eight dimensions of backers' motivations were identified: altruism, enjoyment, novelty, information, economic incentive, reward, recognition, and social relationship. The finding was validated by testing the relationship with external variables.

The findings provide the empirical foundation for studies on reward-based crowdfunding motivation and marketing strategy development appealing to backers' specific motivations. They highlight the importance of motivations in funding fashion projects and sharing information.

This study applies three motivational orientations and reflects the characteristics of product categories of rewards.

This study aims to exploit the match‐up effect to fashion collaborations by distinguishing the consumers' fit association at a cognitive and attitudinal level. It seeks to investigate the mediating role of the match‐up perception by identifying the antecedents of match‐up perception and the attitude formation in co‐marketing alliance.

A total of 273 Korean women were surveyed to compare the product/brand associations, and assess the level of match‐up perception and overall attitude toward the two fictitious co‐marketing alliance cases.

The study argued that the match‐up perception mediated between framing criteria and the attitude toward co‐marketing alliance. Usage situation, user identity, and perceived brand equity were valuable factors in the perception of alliance match‐up. This match‐up perception at a cognition level is a necessary condition prior to consumer attitude at an attitudinal level.

The research stimuli are limited to two fictitious alliance cases. Expanding cases to diverse product categories and brands' stimuli enhances the empirical validity. The cross‐cultural approach with diverse regions is further considered for enhancing research reliability.

The study exhibits an innovative fashion collaboration phenomenon. On empirically demonstrating the mediating effect of match‐up perception in the context of co‐marketing alliance, the study suggests the theoretical and practical insights in the Korean and global fashion industries.

Upon extending Hoffman and Novak's flow model, this paper aims to delineate the blogging motivations with an emphasis of flow mediation to predict blogging behaviors. Three objectives are to: identify determinant dimensions of blogging motivations, behaviors and flow; investigate the hypothesized relationships between blogging motivations, blogging behaviors with the mediation of flow; and control the moderating effect of individual differences (i.e. blogger and blog reader) to disperse their blogging behaviors.

Using the self‐administered questionnaire, the data (n=432) are collected from students at a public Southwestern university in the USA. Exploratory and confirmatory factor analysis using AMOS 7.0 identifies and validates the measurement model prior to examining the hypothesized relationships. To test the hypothesized relationships, structural equation modeling (SEM) analysis is employed in addition to the multi‐group SEM analysis to scrutinize the moderate effects of blog ownership.

The findings reveal that the desire for entertainment, information, and efficiency are the primary drivers for blogging behaviors. Specifically, information‐seeking is the decisive motivation to urge digital engagement and e‐shopping behaviors concurrently. This study concludes that telepresence of flow plays a pivotal mediating role to promote both digital engagement and e‐shopping behavior stirring entertainment and information‐seeking motivations. Interestingly, there are disparities between blogger and blog‐reader groups that entail divergent mediating effect of telepresence.

Given the preliminary nature of this approach, there are some limitations as follows: the convenience sampling limits the generalizability of the research; the individual factors as well as social and cultural factors in a global context need to counter why the majority of internet users do not participate in blogging.

Blogging provides distinctive insight into comprehending e‐consumer behavior explicitly with respect to social networking and information searching behaviors while facilitating a state of flow. This approach allows e‐service providers' and researchers' efforts to be more effective and approachable in comprehending the phenomenon through the application of the appropriate theoretical platform.

This paper aims to examine whether advertisers attempt to engage consumers with online information presented in print advertisements by investigating whether they respond to consumers’ motives for using advertisements and whether these engagement practices have improved over time. By creating connections among different advertising channels, marketers strive to be more effective in building brand equity, online traffic and sales.

The Uses and Gratification theory is utilized as the framework to content analyze the content and presentation of web references in 2,613 advertisements from 2008 and 2,159 advertisements from 2012. Chi-square analysis is used to compare the content of web references in both time periods.

Even though past literature suggests that consumers use media and advertising to satisfy a variety of informational, personal identity, social and entertainment needs, advertisers respond with mostly ineffective and generic informational web references that fail to address those needs.

The study suggests that advertisers may have difficulty adopting the new advertising paradigm which identifies customers as active respondents of advertising. Web references analyzed in this study do not address consumers’ motives for advertisement use.

Advertisers have not been effectively utilizing cross-promotion when it comes to directing traffic from print advertisements to Web sites. More attention and resources should be given to cross-promotion to ensure effective coordination between media types.

This study questions advertisers’ current approach toward cross-promotion. Findings help advertisers evaluate and develop better practices to encourage consumer engagement with web references placed in print advertisements to drive traffic to online stores.

Many online review sites, such as TripAdivisor.com, encourage review posters to upload a profile photo to improve the perceived reliability of online reviews. This study aims to examine the roles of reviewer profile photos in the online review generation and consumption processes.

Data were collected via Amazon MTurk. Two experimental studies were conducted. Study 1 had a sample size of 106 respondents. In Study 1, this paper examined the role of a reviewer profile photo in the online review generation process. Study 2 had a sample size of 482 respondents. In Study 2, this paper examined the role of a reviewer profile photo in the online review consumption process under two different circumstances, namely, comprehensive and incomprehensive review text.

The findings show that reviewer profile photos play different roles when consumers generate online reviews versus when they consume reviews. In the review generation process, reviewers are more likely to upload a profile photo to improve the credibility of their reviews. On the other hand, in the review consumption process, reviewer profile photos do not contribute to an increase in the perceived review helpfulness.

If the readers have difficulty processing the review content, review profile photos play a critical role in determining perceived review helpfulness. This study provides both theoretical and managerial implications by indicating how reviewer profile photos play different roles in online review posting and consuming behavior.