Purpose: The study aims to investigate whether and how digital transformation, in terms of digital collaboration, joint efforts with internal/external partners to achieve common goals and the adoption of digital tools supporting this practice, affect social innovation capital in the context of small innovative enterprises (SIEs).Design/methodology/approach: The research hypotheses derived from the analysis of the literature, evaluating how sharing resources, sharing intensity and digital patterns affect the collective capacity of SIEs to innovate, were investigated by applying multiple regression analysis. Data were retrieved from a sample of Italian SIEs through an online survey.Findings: The main findings suggest that the propensity to spread resources and the sharing intensity positively affect the collective capacity of SIEs to innovate. Also, the effect of resources sharing on collective innovation increases as more digital patterns are used as tools. The connection is weaker for the intensity of resources sharing.Research limitations/implications: The study is conducted on Italian SIEs, a particular cluster of small and medium enterprises (SMEs). It would be interesting to compare and contrast the results of an analysis of a large sample of international companies, of different sizes and belonging to digital and non-digital sectors.Originality/value: The results enrich the existing literature on social innovation capital, by clarifying its competitive benefits on the characteristic context of the SIEs and underlining the mediating role of the digital patterns.

Taking into consideration the increasing role of sustainability in the luxury industry, our study investigates the role of celebrity credibility, celebrity familiarity, luxury brand value, and brand sustainability awareness on attitude towards celebrity, brand, and purchase intention for sustainable consumption. For this, we explored relationships among these variables to test a conceptual model which is developed using existing knowledge available in academic research on this topic. Data for testing were collected from high-end retail stores in the UK about the world top luxury brands by brand value in 2019, also acknowledged for their major engagement in sustainability. Findings from a survey of 514 consumers suggest that celebrity credibility is a very strong key to increasing purchase intentions of sustainable luxury goods. The study has important implications for the expansion of current literature, theory development and business practices. Limitations of the study are also outlined, and directions for future research are considered too.