Informing, Reinforcing, and Referencing: Chinese Male Consumers’ Interpretation of Luxury Advertising and Luxury Brands’ Presence on Chinese Social Media

Abstract With China’s rapid economic growth, an exponential increasing number of Chinese consumers become major spenders on luxury goods across the globe. The majority of previous studies are dedicated to understanding Chinese female consumers and their luxury consumption. Yet, the investigation about Chinese young male consumers is insufficient. Thus, drawing upon consumer culture theory, the current study examined the Chinese young male consumers’ perception toward luxury brands’ social media advertising. A total of three studies have been employed including a qualitative in-depth interview, a traditional content analysis, and a data-mining topic modeling approach. Results revealed that (a) luxury brands’ social media advertising served three functions including informing (delivering information about the products), reinforcing (the reiteration of the meanings and values of luxury brands), and referencing (the referential framework for brand research and purpose); and (b) although luxury brand social media advertising appealed to both genders, it did not satisfy male consumers’ symbolic and cultural needs. Findings suggest possible perceptional gaps between luxury brand social media advertising and Chinese male consumers’ perception. Theoretical contributions as well as managerial suggestions were further discussed in the study.