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

• Type: Article in International Scientific Journal
• Date: 2022

Authors

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

Journal

Title: Journal of Strategic Marketing

Vol. 30 No. 4

Pages: 389-407

ISSN: 0965-254X

Publisher: Taylor & Francis

Indexing

ISI Web of Knowledge - 60 Citations

Scopus - 64 Citations

Scientific classification

CORDIS: Social sciences

FOS: Social sciences

Other information

Authenticus ID: 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.

Language: English

Type (Professor's evaluation): Scientific

No. of pages: 19