2018journal article|257 次引用
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
通俗摘要
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
研究领域
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