{"title":"Sharing luxury consumption on social media platforms: Motive inferences and downstream consequences","authors":"Yan Wang, Lin Liu, Bingjie Liu, Jiaying Dai","doi":"10.1002/cb.2316","DOIUrl":null,"url":null,"abstract":"<p>Individuals are increasingly sharing their consumption activities on social media platforms. However, the inferences people draw from consumption posts are understudied. Three studies showed that observers infer more self-presentational motives and less self-expressive motives when they see others post their luxury (vs. nonluxury) consumption on social media. The attributions of more self-presentational motives and less self-expressive motives lead observers to perceive the poster as inauthentic and undermine the observers' interpersonal interest in the poster. The negative effects of posting luxury consumption are attenuated when the post content emphasizes competencies (vs. wealth). This work contributes theoretically to the research on self, signaling, and social inferences. The current findings have practical implications for social media users and marketers of luxury products.</p>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":null,"pages":null},"PeriodicalIF":4.4000,"publicationDate":"2024-02-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Consumer Behaviour","FirstCategoryId":"91","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1002/cb.2316","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Individuals are increasingly sharing their consumption activities on social media platforms. However, the inferences people draw from consumption posts are understudied. Three studies showed that observers infer more self-presentational motives and less self-expressive motives when they see others post their luxury (vs. nonluxury) consumption on social media. The attributions of more self-presentational motives and less self-expressive motives lead observers to perceive the poster as inauthentic and undermine the observers' interpersonal interest in the poster. The negative effects of posting luxury consumption are attenuated when the post content emphasizes competencies (vs. wealth). This work contributes theoretically to the research on self, signaling, and social inferences. The current findings have practical implications for social media users and marketers of luxury products.
期刊介绍:
The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.