Luxury brands and social media: drivers and outcomes of consumer engagement on Instagram

• Tipo: Artigo em Revista Científica Internacional
• Data: 2022

Autores

Marta Oliveira (Autor) FEP; Teresa Fernandes (Autor) FEP

Revista

Título: Journal of Strategic Marketing

Vol. 30 Nº 4

Páginas: 389-407

ISSN: 0965-254X

Editora: Taylor & Francis

Indexação

ISI Web of Knowledge - 15 Citações

Scopus - 83 Citações

Classificação Científica

CORDIS: Ciências Sociais

FOS: Ciências sociais

Outras Informações

ID Authenticus: P-00S-A3F

DOI: 10.1080/0965254x.2020.1777459

Abstract (EN): Social media has been increasingly important in how brands manage their image and keep up with consumer demands. However, luxury brands were initially reluctant to adopt an online presence given potential hazards to their core values of exclusivity, scarcity, authenticity and uniqueness. Therefore, research on social media engagement with luxury brands is still scant. Based on data collected from a multinational sample of 243 luxury brand followers on Instagram, analyzed using PLS-SEM, the purpose of this study is to understand its drivers and outcomes, validating and adapting the model proposed by Linda Hollebeek and colleagues in 2014. The study concludes that not only Consumer Involvement (borrowed from the original model) but also Brand Self-Expressiveness significantly impact social media engagement with luxury brands, which in turn predicts previous unexplored outcomes such as Brand Image and Loyalty. The study further provides valuable insights to theory and practice.

Idioma: Inglês

Tipo (Avaliação Docente): Científica

Nº de páginas: 19