Influencer marketing on social media platforms has garnered considerable attention in recent years. This study focuses on beauty and fashion influencers on Instagram and examines how changes in the category of influencer posts, value of influencer posts, and levels of parasocial interaction (PSI) correlate with parasocial relationships (PSRs). A regression analysis of data from 215 influencers and 7285 posts in the Japanese market revealed that enhancing PSIs between influencers and followers is associated with stronger PSRs with followers. An increase in the value of an influencer’s posts was also correlated with stronger PSRs. Furthermore, the interaction between an increase in the value of an influencer’s posts and an increase in PSIs was significantly associated with stronger PSRs. Moreover, when PSIs intensify, an increase in posts that directly promote products, clothing coordination, and influencers’ style introductions is positively and significantly correlated with the strength of PSRs between influencers and followers. Influencers can use these insights to develop strategies for effectively building stronger PSRs.

This study aimed to determine the appropriate fashion design elements for fashion product innovation to achieve continuous product value and promote sustainable fashion. We focused on five fashion design elements: classical, transformative, patterned, multimaterial, and decorative. Using an apparel auction market dataset, we verified how the five design elements contributed to the value continuation of apparel products across five categories. We statistically confirmed the design elements that positively affect the continuous value of different apparel products per fashion product categories. This study can help designers select elements that sustain product value, providing them with direct references for recommendations.

Complementors are the source of complementary goods. Increased participation by complementors fosters innovation in complementary goods, contributing to the sustainability of the ecosystem. This study examines how complementors’ experiential knowledge and their engagement with the community as an external knowledge source are correlated with the degree of innovation in complementary goods. A multiple regression analysis was conducted using data from the game mod platform Nexus Mods. Prior evidence indicates an inverted U-shaped relationship between experiential knowledge and the degree of innovation. It is suggested that when experiential knowledge accumulation exceeds an optimal level, further accumulation may lead to a decline in the degree of innovation. This study reveals that when complementors possess a high level of experiential knowledge, the positive relationship between their engagement with the community and the degree of innovation in complementary goods is strengthened. Complementors with abundant experience, who actively engage with the community as an external knowledge source, are more likely to drive innovation. Consequently, they play a crucial role in supporting the sustainable development of the ecosystem.

This study analyzed what design elements are attractive to consumers of denim fabric products. A questionnaire survey was used to investigate the brands and design elements that consumers prefer. Subsequently, the degree to which participating consumers liked the five design elements (traditional, transformative, pattern, multi-material, and decorative designs), fast fashion brands, and luxury brands were used as explanatory variables to determine the consumers’ willingness to pay. A multiple regression analysis was performed on these variables. The results indicated that consumers who preferred traditional and transformative designs showed a positive effect on their willingness to pay for denim fabric products. Therefore, these elements could be attractive design elements that may command a high price point in new product planning proposals. Moreover, depending on the type of brand preferred by consumers, the impact of design elements on their purchase intention of denim fabric products has different consequences. This study analyzes the design elements preferred by consumers and contributes to the creation of design proposals by designers and apparel firms.

The purpose of our study was to examine how individual complementors' development behaviors (specifically, diversity- and distinctiveness-oriented development behaviors) impact the performance of complementary goods on the platform. To achieve this, we employed fixed-effects regression analysis and utilized panel data obtained from the free music platform “DOVA.” This study examines two aspects of the performance of complementor’s complementary goods: the highest performance related to the success of the platform ecosystem and the lowest performance related to platform ecosystem sustainment. The findings indicate that a high focus on diversity-oriented development behavior is positively correlated with the complementor's highest performance and negatively correlated with complementor's lowest performance. Additionally, distinctiveness-oriented development behavior also positively correlated with complementor's highest performance. However, low distinctiveness-oriented development behavior is negatively correlated with complementor's lowest performance. We reveal desirable development behaviors for complementary goods related to both content innovation and platform ecosystem sustainability. Based on these understandings, platform owners can target platform governance.

Wood attributes are important, because they directly affect the price persistence of wood products. Consumers consider the “aesthetic,” “traditionality,” “decay resistance,” and “scarcity” attributes important when evaluating wood. This study analyzed the impact of these four attributes on the price persistence of acoustic guitars. We obtained data from a Japanese internet auction platform and winning-bid data for two representative brands, Martin and Yamaha. We performed a quantitative analysis using the winning bid price as the dependent variable and the adoption of various wood attributes in each part of the guitar corresponding to the four attributes as explanatory variables. We found that rosewood, mahogany, palisander, and ebony have a significant impact on price persistence, and that all of them fit the four attributes of traditionality, decay resistance, scarcity, and aesthetics. We also found that traditionality was the key attribute among the four. Using wood in luxury brands without traditionality was not effective, even if other attributes were present. For mass-market brands, scarcity and decay resistance had positive effects on price persistence. The finding that scarcity and decay resistance were important only for mass-market brands can help companies understand market demand, determine product attributes, and achieve product–market fit.