Purpose: The purpose of this paper is to analyze how fashion consumers behave when they make purchases using social media platforms – specifically, Instagram. In particular, the work examines the role played by consumer–brand involvement and self–brand connection (SBC) as predictors of customer brand engagement (CBE).Design/methodology/approach: In this paper, social commerce-adoption is modeled, using three variables: customer engagement, SBC and fashion-consumer brand-involvement. Using a personal online survey, data on social media users classified as millennials and Generation Z were collected. The model is analyzed using structural equation modeling (SEM).Findings: Consumer involvement in fashion has a positive effect on cognitive processing and activation, but not on affection. SBC has a positive effect on all three analyzed dimensions. Finally, gender is found to exert a moderating effect on the relationship between the “CBE activation” dimension and brand loyalty.Research limitations/implications: The research was conducted during the lockdown imposed due to the COVID-19 pandemic, which may have influenced the responses. Other limitations and potential lines of research for the future are presented at the end of the paper.Practical implications: Some of the results of this study can directly inform the social media strategies of fashion companies that use Instagram as a channel of communication with their customers. They can also contribute to incentivizing co-created content and increasing consumption among both men and women.Originality/value: The present study contributes to addressing the scarcity of studies dealing with CBE and social commerce in the fashion sector and, in particular, fashion-consumer behavior on social media (specifically, Instagram).

The role of crafts on a global level has accrued importance at present, both for developing countries and for rural development in general. Governments and institutions are increasingly trying to promote rural development to fight against the flight of the population from rural areas. Crafts is considered an important tool for local economic development and job creation. The goal of this study is to use bibliometric analysis to analyze the advances in research in the field of crafts and their influence on the development of rural communities. It also aims to identify the main lines of research that are currently being addressed as future trends. This analysis has provided a global, systematic and visual overview of the 1379 studies related to the role of crafts in the development of rural areas, published from 1954, year in which the first publication appeared, up to 2021. Growth trends have been identified in the number of articles published, magazines, authors, institutions and most productive countries. Results have shown that the most popular lines of research on this subject are those in which crafts are considered a source of income for local communities, particularly linked to tourism, job creation and sustainability in the first place; followed by research on the demographic and economic effects of new craft products and processes on rural areas; and those that consider crafts as a factor to mitigate poverty in the rural world. Therefore, the concept of handicrafts as a source of livelihood for poor rural regions is primarily emphasized.