Navigating impressions: the impact of luxury social media posts

IF 3.2 4区 管理学 Q2 BUSINESS
Jin Suk Lee, Hyun Young Cho
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引用次数: 0

Abstract

Purpose

This study addresses the lack of exploration of whether posting luxury products purchased on social media contributes to a favorable impression of oneself. It uncovers the underlying mechanisms shaping observers’ attitudes toward account holders sharing luxury posts. By examining the motive attribution processes triggered by such posts, particularly intrinsic and extrinsic motives, this study clarifies the dynamics of luxury posts on social media, addressing inconsistencies in the literature regarding responses to luxury brand users.

Design/methodology/approach

To test the hypotheses, a one-factor between-subjects experimental design involving 400 South Korean participants with social media accounts was employed. Participants in each condition recalled their experiences of encountering either luxury or non-luxury posts on social media and completed several measures, including attitudes toward the account holder.

Findings

The results indicate that luxury posts on social media positively influence attitudes toward account holders through intrinsic motive attribution but have a negative impact through extrinsic motive attribution. The study revealed that observers with lower materialistic values were more prone to infer the motives behind posting luxury products.

Originality/value

This study introduces motive attribution as a crucial mechanism for understanding the impact of luxury consumption on social media. Exploring the intrinsic and extrinsic motives inferred from luxury posts provides nuanced insights into how these posts shape observers’ evaluations of account holders. This study’s identification of distinct routes offers valuable perspectives for fashion marketing researchers and marketers.

印象导航:奢侈品社交媒体帖子的影响
目的 本研究探讨了在社交媒体上发布购买奢侈品的信息是否会对自己产生好感这一问题。它揭示了影响观察者对分享奢侈品帖子的账户持有者的态度的潜在机制。通过研究此类帖子引发的动机归因过程,尤其是内在动机和外在动机,本研究澄清了社交媒体上奢侈品帖子的动态变化,解决了文献中关于对奢侈品牌用户反应的不一致问题。为了验证假设,本研究采用了单因素被试间实验设计,涉及 400 名拥有社交媒体账户的韩国参与者。研究结果表明,社交媒体上的奢侈品帖子通过内在动机归因积极影响了人们对账户持有人的态度,但通过外在动机归因则产生了负面影响。研究显示,物质价值观较低的观察者更容易推断出发布奢侈品背后的动机。通过探索从奢侈品帖子中推断出的内在和外在动机,可以深入了解这些帖子是如何影响观察者对账户持有人的评价的。本研究确定的不同路线为时尚营销研究人员和营销人员提供了宝贵的视角。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
7.30
自引率
8.60%
发文量
41
期刊介绍: ■Apparel innovation ■Brand loyalty ■Consumer decisions and shopping behaviour ■Manufacturing systems ■Market positioning ■Merchandising ■Perceptions in the marketplace ■Piracy issues ■Pricing structures ■Product image ■Quality and performance measurement ■The importance of socio-economic factors In the ever-changing world of the fashion industry, it is imperative that senior managers and academics in the field are kept abreast of the latest trends and developments. Journal of Fashion Marketing and Management ensures that readers heighten their understanding of issues affecting their industry through the latest thinking and current best practice.
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