Luisa Mahn, Dr Michael Schade, and Prof. Christoph Burmann (all from markstones Institute) as well as Prof. Sabrina Hegner (Bremen University of Applied Sciences / City University of Applied Sciences) and Prof. Rico Piehler (Macquarie Business School, Sydney, Australia) have published a scientific article entitled ‘Drivers of sponsored fashion haul viewers' purchase intentions: a mixed-methods study of post characteristics, social media influencer characteristics, and haul viewers' attributes’ in the renowned International Journal of Advertising (SJR: Q1).

In their study, the authors use qualitative and quantitative research to examine which factors influence the intention to purchase items presented in fashion hauls (short videos in which social media influencers present and review recently purchased products). The results show the high relevance of inspirational content, especially for impulse-driven purchasing decisions. When consumers are specifically looking for a product, informative content proves to be particularly relevant. Interestingly, discount codes have no significant influence on purchasing behaviour towards products presented in fashion hauls.