2018journal article|257 цитирований
Exploring Social Media Engagement Behaviors in the Context of Luxury Brands
Iryna Pentina, V. Guilloux, Anca C. Micu
Journal of Advertising, vol. 47, pp. 55 - 69
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This research investigates how consumers interact with luxury brands on social media platforms. The study identifies distinct types of engagement behaviors and their psychological drivers. Consumers who identify strongly with a luxury brand or its online community are more likely to actively engage. These engagement behaviors, in turn, strengthen brand loyalty and influence purchasing decisions.
Key Findings
- Consumers engage with luxury brands on social media through distinct behavioral patterns including consuming, contributing, and creating content
- Brand identification and community identification are key drivers of social media engagement with luxury brands
- Different types of engagement behaviors are motivated by different psychological factors
- Social media engagement with luxury brands positively influences brand loyalty and purchase intentions
Направления исследований
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