Between you and me: The effects of content ephemerality and the role of social value orientation in luxury brands’ social media communication

IF 3.3 Q2 BUSINESS
Heejin Lim, Michelle L. Childs, Leslie M. Cuevas, Jewon Lyu
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引用次数: 7

Abstract

ABSTRACT Grounded on commodity theory, this study examines the effects of content ephemerality on the perceived feeling of exclusivity in luxury brands’ social media communication. This study also investigates the role of luxury brand followers’ social value orientation in the effectiveness of the ephemeral content strategy. Employing Instagram as a study context, we conducted two main experiments using a single factor (i.e., ephemeral versus archived content) between-subject design. The findings of this study demonstrate that ephemeral content generates a higher level of perceived exclusivity than archived content. However, this effect was significant only for those relatively low in social value orientation. Also, perceived exclusivity was found to mediate the moderated effects of presentation modes on attitude towards a luxury brand’s Instagram. A neglected area in the field of luxury brands’ social media communication is how to develop differentiated content strategies for distinct audiences. The findings of the two studies suggest that while luxury brands reach a wide range of consumers via brand online social networking, they should consider offering the feeling of exclusivity to enhance attitude towards social media content among those low in social value orientation. We recommend that luxury brands carefully utilize the ephemeral content strategy as a solution.
Between you and me:内容短暂性的影响与社会价值取向在奢侈品牌社交媒体传播中的作用
摘要基于商品理论,本研究考察了奢侈品牌社交媒体传播中内容短暂性对排他性感知的影响。本研究还调查了奢侈品牌追随者的社会价值取向在短暂内容策略有效性中的作用。以Instagram为研究背景,我们在受试者设计之间使用单一因素(即短暂内容与存档内容)进行了两项主要实验。这项研究的结果表明,短暂内容比存档内容产生更高水平的排他性。然而,这种影响只有对那些社会价值取向相对较低的人才是显著的。此外,感知排他性被发现可以调节展示模式对奢侈品牌Instagram态度的调节效应。奢侈品牌社交媒体传播领域被忽视的一个领域是如何为不同的受众制定差异化的内容策略。这两项研究的结果表明,虽然奢侈品牌通过品牌在线社交网络接触到了广泛的消费者,但它们应该考虑提供排他性的感觉,以提高那些社会价值取向较低的人对社交媒体内容的态度。我们建议奢侈品牌谨慎地利用短暂内容策略作为解决方案。
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来源期刊
CiteScore
6.90
自引率
31.60%
发文量
34
期刊介绍: The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.
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