Purpose: The purpose of this study is to investigate the perceived exposure of fashion consumers to different types of fashion brands’ social media marketing (SMM) actions in social media, and its relationship with the intention to engage in electronic word-of-mouth (eWoM) behaviors.Design/methodology/approach: The empirical study uses a survey conducted on a stratified random sample of 241 Indonesian members of fashion social media brand communities (SMBCs). The research design includes 19 types of SMM actions and 3 types of eWoM engagement behaviors, and investigates their relationship using point-biserial correlation.Findings: Generation of intention to engage in “pass-on” and “endorsement” eWoM has different drivers and serves different purposes. The findings suggest that endorsement engagement is contingent on the consumer’s perceived exposure to marketing action stimuli, while pass-on engagement is driven by cognitive-inducing actions.Research limitations/implications: This study extends current theory on SMM strategy and its relationship with eWoM engagement with a theoretically grounded conceptualization of eWoM engagement behaviors through the use of one-click social plug-ins.Practical implications: The study offers guidelines for fashion brands to effectively design their SMM strategies by identifying specific drivers of consumers’ intention to engage in eWoM.Originality/value: This study identifies sources of generation of eWoM engagement behavioral intention from a fine-grained analysis of marketing actions across various fashion SMBCs. Besides, it extends the applicability of the “mere exposure” effect to the SMM context. The research pioneers the study on fashion consumers’ eWoM engagement behaviors in Indonesia, a country with one of the largest social media populations.

Multichannel and omnichannel strategies have become a critical aspect of retailing. In this study, we present an overview of multichannel and omnichannel retail and discuss its applications in the future of retail. To do so, we explore the different areas of interest in multichannel and omnichannel retail highlighted in previous scholarly research, as a preliminary step to propose a comprehensive framework of themes that should be paid attention to for future advancements in the field. A total of 11 studies addressing the main theme of Multichannel Retail and Its Applications in the Future of E-Commerce illustrate this overview and the framework.

COVID-19 has undeniably impacted the retail industry sectors; we are now witnessing the emergence of a large body of research on the effects of the pandemic in retailing. However, few of these studies provide a clear picture of this topic from prior to and after COVID-19. This research sheds light on whether large retailers have adapted their channels by offering integrated and digital services amid the new conditions forced on them. This study assesses indicators of channel integration and digital transformation of all large clothing and apparel retailers in Spain—before and after COVID-19—and analyzes the differences by means of McNemar’s test and one-way repeated-measures ANOVA. The analysis suggests that large retailers were moderately prepared to provide multichannel and omnichannel services and that they focused on integrating quick and easy-to-implement services, such as omnichannel gift cards, or communicating via WhatsApp for customer care services. The study also identifies elements in which large clothing brands should prioritize on after the pandemic to effectively deploy omnichannel strategies.

The deregulation of the electricity markets in the European Union and the transformation caused by digital technologies and customer-centric strategies have altered the industry ecosystem, forcing companies to adapt to the new scenario. This research study aims to give a global overview of the digital transformation and channel integration of free-market electricity retailers in Spain from a consumer’s perspective. The analysis includes all free-market electricity retailers that operate at the national scale, explores the level of digital transformation and channel integration of these companies based on a structured set of indicators, and measures them using the mystery shopper technique. The results show important differences between leading retailers and the rest of companies, evidence an important lag of the sector when compared to other retail markets and an overall lack of multichannel and omnichannel strategies, show a strong effort of retailers in online billing and self-service customer data management, and reveal shortcomings in the availability of communication channels with customers.