Van-Ha Luong, Aikaterini Manthiou, Huaming Liu, Ellie Hickman, Phil Klaus
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引用次数: 0
Abstract
The main purpose of this study is to investigate the psychological mechanisms that motivate sharenting behavior (the practice of parents sharing information and multimedia content about their children on social media) in the context of mini-me fashion, where mothers or fathers wear matching outfits with their children. Based on mimicry behavior theory and self-presentation, we use a mixed-method approach to analyze 200 Instagram posts (study 1) and 303 surveys (study 2), and we examine the relationships of mimicry behavior and hedonism with self-presentation and their impacts on brand engagement. The findings make theoretical contributions by confirming that mini-me sharenting is considered an act of online self-presentation primarily driven by hedonism and mimicry desire, thus leading to higher brand engagement and eWOM. Furthermore, the level of fashion market mavenism amplifies the impact of hedonism on brand engagement.
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.
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