Publications – Shera Marketing Solutions

A call for diversity and inclusion: Examining fashion experiences of minority women

AbstractThis study delves into the realm of fashion diversity, focusing on the experiences of under-represented minority women in the industry. Despite recent strides in acknowledging diversity on global runways, the Fashion Spot's (2017) report exposed persistent gaps, indicating that

Implications of Underrepresentation for Female Fashion Consumers

AbstractIn a fashion scene dominated by Western looks, the idea of ideal beauty became more substantial for minority women. Therefore, this study investigates the fashion consumption experiences of a divergent group of women and the way they read the

Accumulating capital through social media: The transformative power of underrepresented fashion consumers

AbstractPurposePrevious research in sociology, psychology and fashion studies has investigated the concept of diversity in the fashion context, but the topic remains largely understudied within the realm of consumer research. This study aims to examine the reactions of underrepresented

Extending the diversity conversation: Fashion consumption experiences of underrepresented and underserved women

AbstractThis research brings in the voice of underserved and underrepresented women of various racial or ethnic origins and social classes, who have differing buying powers, sexual orientations, body shapes, and physical appearances, into the conversation of fashion diversity. Through

Ethnic and Intra-cultural Marketing

Abstract The insightful chapter titled "White Gaze in Fashion Markets" in the recently released Handbook of Research on Ethnic and Intra-cultural Marketing offers a comprehensive exploration of the historical origins of fashion's diversity deficit through a multidisciplinary literature review.

Social Credibility: Trust Formation in Social Commerce

Abstract Trust formation in informal social commerce, also considered lateral exchange markets (LEMs) on social media platforms, has different dynamics from e-commerce and traditional consumer-to-consumer (C2C) exchange. These online markets are massive in scale; thus, it is an important

An Exploratory Research on Social Media Studies in Marketing Field (Turkish)

Abstract The purpose of this study is to ascertain the prominent topics of research on social media published in the first twenty international journals in the area of marketing in the 2014 SCImago Journal & Country Rank journal ranking

The Impact of Ethical Concerns on Fashion Consumerism: A Review

Abstract Ethical and sustainable business practices have become some of the most significant concerns in the highly globalized fashion industry. Firms in this multi-billion dollar industry are taking these concerns seriously, and are carefully monitoring and responding to consumers’

Health commodified, health communified: navigating digital consumptionscapes of well-being

Abstract Purpose Historically, research on perceptions of health either converged upon the meanings created and proposed by specialists in the healthcare industry or focused on people who have medical conditions. This approach has failed to capture how the meanings

Self-Presentation Patterns and Fashion Consumption Behavior: New Insights for Social Media Marketing

Abstract The research employs factor analysis, followed by a MANOVA procedure to explore relationships between fashion consumption and social media usage behavior based on data collected from 447 individuals. Findings suggest that social media usage and apparel consumption motivations

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