Abstract：Digital platforms that aggregate products and services, such as Google Shopping or Amazon, have emerged as powerful intermediaries to brand offerings, challenging traditional product brands that have largely lost direct access to consumers. As a countermeasure, several long-established brands have built their own flagship platforms to resume control and foster consumer loyalty. For example, sports brands such as Nike, Adidas, or Asics launched tracking and training platforms that allow for ongoing versatile interactions among participants beyond product purchase. The authors analyze these emerging platform offerings, whose potential brands struggle to exploit, and provide guidance for brands that aim to platformize their business. This guidance comprises the conceptualization of digital platforms as places of consumer crowdsourcing (i.e., consumers drawing value from platform participants such as the brand, other consumers, or third-party businesses) and crowdsending (i.e., consumers providing value to platform participants) of products, services, and content along with a well-defined framework that brands can apply to assemble different types of flagship platforms. Evaluating the consequences of crowdsourcing and crowdsending for consumer-platform relationships, the authors derive a typology of archetypical relationship states and develop a set of propositions to help offline-born product brands thrive through platformization.

主要发现：品牌平台化的关键是让消费者既获取价值也贡献价值，从一次性购买关系转向持续互动关系。

Abstract：During the past quarter-century, digital technologies-based innovations for creating, communicating, and delivering products of value to customers have significantly risen in importance to the competitiveness of firms. Digital technologies-based innovations have been transformational in numerous ways, such as their impact on firms' marketing behav-iors, consumers' search and buying behaviors, and the structural characteristics of markets and industries. Against this backdrop, this article provides a perspective on the evolution of research and practice in digital product innovations and digital marketing innovations. Specifically, the article focuses on (a) innovations for the greater good in the domain of the former and (b) direct and mediated communications through social media platforms and omnichannel marketing in the domain of the latter. In respect of each of the above, the article provides an overview of the evolution and current state of the field, highlights certain current issues and the trajectory of the field, and proposes directions for future research.

主要发现：数字创新已同时改变产品、传播和渠道，社媒平台与全渠道营销是未来研究的重要接口。

Abstract：This paper identifies and discusses the main issues luxury brands should focus on when building relationships with content creators. We build on the most recent scholarship into luxury brand management as well as emerging evidence from recent initiatives put in place by some pioneers in the field, as recounted in interviews by both luxury brand managers and creator economy stakeholders. Specifically, our contribution wants to address two major challenges that luxury brands are facing in setting the right content creator ecosystem: how should creators be incorporated as strategic partners in luxury brands and how to leverage creators innovate luxury brands. Both theoretical implications and a clear set of managerial guidelines to orient luxury brands' actions in the content creator economy are provided. 

主要发现：奢侈品牌需要把创作者从传播渠道升级为战略伙伴，同时谨慎维护品牌稀缺性和创新活力。

Abstract：The recent surge in corporate responses to social and political crises marks a pivotal shift in how brands perceive their societal roles. This study explores "brand activism," a phenomenon whereby brands engage in social advocacy through digital platforms, reflecting a strategic integration of social issues into their core identity and marketing practices. This proactive stance not only raises awareness and mobilizes support but also raises ethical concerns about the potential for brands to exploit social causes for commercial gain. Employing qualitative content analysis with a critical phenomenological approach, this research investigates how individuals engage empathy-based representations within brand activism on digital platforms. Data from interviews with 37 young adults reveal that while brand activism can foster a sense of empowerment and moral alignment, it also risks superficial engagement and selective empathy. This study highlights the ethical considerations in brand activism and how digital media shapes moral reasoning in contemporary branding.

主要发现：品牌行动主义可以带来赋权和道德认同，但若共情选择性或参与表面化，会损害伦理可信度。

Abstract：Misinformation thrives on social media, prompting much research into social media interventions such as debunks. This paper tests debunking's effectiveness against an understudied but prominent form of online misinformation: misleading organizational claims of corporate social responsibility, or CSR-washing. British participants (N = 657) took part in a preregistered experiment with a 2 (debunk: present, absent) x 3 (CSR-washing: greenwashing, bluewashing, purplewashing) between-subjects design. They saw an Instagram ad from a fictional clothing company that showcased its dedication to environmental sustainability, gender equality in the workplace, or the elimination of child labor. Half of the participants then received a debunk. Unlike most previous research which showed continued influence of misinformation after debunking, we found that the debunks were very effective: they reversed the persuasive effects of CSR-washing, resulting in negative brand attitudes and low purchase intentions. Several explanations for this finding are discussed, highlighting CSR-washing's distinctiveness from many other forms of misinformation.

主要发现：针对 CSR-washing 的辟谣能有效逆转其说服效果，使消费者形成更负面的品牌态度和更低购买意向。