Customers’ motivation to engage with luxury brands on social media

Published on May 1, 2020in Journal of Business Research
· DOI :10.1016/J.JBUSRES.2020.02.032
Saleh Bazi2
Estimated H-index: 2
(Newcastle University),
Raffaele Filieri21
Estimated H-index: 21
,
Matthew Gorton27
Estimated H-index: 27
(Newcastle University)
Sources
Abstract
Abstract Customers engaging with brands on social media is critical to social media managers; however, there is still a lack of in-depth studies on the drivers of consumers’ engagement with luxury brands. Drawing on 25 semi-structured interviews with customers following luxury brands in social media, this study explores what motivates customers to engage with luxury brands on social media. This research develops a theoretical framework for the motivations of customers’ cognitive, emotional and behavioral engagement with luxury brands. The study identifies 13 motivations grouped into six macro-dimensions: perceived content relevancy (brand news, post quality, and celebrity endorsement), brand-customer relationship (brand love, and brand ethereality), hedonic (entertainment), aesthetic (design appeal), socio-psychological (actual self-congruency, status signaling, and enhance and maintain face), brand equity (perceived brand quality), and technology factors (ease of use and convenience). This study helps marketing managers of luxury brands to understand how they can improve engagement with their customers.
📖 Papers frequently viewed together
19 Citations
2 Citations
References106
Newest
#1Jamid Ul Islam (College of Business Administration)H-Index: 14
#2Linda D. Hollebeek (Tallinn University of Technology)H-Index: 33
Last. Aaleya Rasool (Central University of Kashmir)H-Index: 3
view all 5 authors...
Abstract Scholars and practitioners have long acknowledged the importance of offering superior service quality in creating long-term bonds between customers and their brands. However, the importance of service quality as a tool to enhance customer engagement remains under-explored, as addressed in this study. Survey data collected from 395 luxury hotel guests were analyzed using structural equation modeling. The results reveal a positive effect of service quality on customer engagement, which co...
73 CitationsSource
#1Johan Högberg (Karlstad University)H-Index: 4
#2Marcus Olsson Ramberg (Karlstad University)H-Index: 1
Last. Erik Wästlund (Karlstad University)H-Index: 20
view all 4 authors...
Abstract The purpose of this study is to understand how gamification contributes to customers’ value creation in a retail context and how this value creation relates to brand engagement. The study builds on a field experiment using a two-group between-subjects design combined with correlational research. The experiment involved 378 participants recruited at a major European sports retailer. Participants were exposed to one of two conditions: one with a gamified activity in a store, and one in wh...
19 CitationsSource
#1David M. Gligor (University of Mississippi)H-Index: 21
#1David Gligor (University of Mississippi)H-Index: 3
Last. Ivan Russo (University of Verona)H-Index: 13
view all 3 authors...
Abstract Past research has examined some possible customer engagement antecedents. However, extant studies investigated the impact of these factors on customer engagement in isolation from one another. That is, extant research offers little insights on whether one, all, or combinations of these factors need to be present to positively impact customer engagement. We conduct two studies and employ Qualitative Comparative Analysis (QCA) to address the limitations described above and explore what fa...
23 CitationsSource
#1Raffaele Filieri (Newcastle University)H-Index: 21
#2Zhibin Lin (Durham University)H-Index: 14
Last. Elena Chatzopoulou (Newcastle University)H-Index: 4
view all 4 authors...
International marketers face a challenge in applying Western-derived theory in emerging markets such as China where there has been rapid economic growth and sociocultural transition. This study develops “culturally contextualized” determinants of brand equity in China. A qualitative approach consisting of 30 interviews revealed two new factors linking to brand equity: brand popularity and brand mianzi. A quantitative questionnaire survey with a sample of 321 Chinese smartphone users was conducte...
14 CitationsSource
#1Linda D. Hollebeek (University of Auckland)H-Index: 33
#2Rajendra K. Srivastava (Indian School of Business)H-Index: 49
Last. Tom Chen (Northumbria University)H-Index: 10
view all 3 authors...
Research addressing the micro-foundational theoretical entity of customer engagement (CE) has proliferated in recent years. In parallel, the macro-foundational theory of service-dominant (S-D) logic is thriving. While the fit of CE/S-D logic has been recognized, insight into this theoretical interface remains tenuous, as explored in this paper. We develop an integrative, S-D logic–informed framework of CE comprising three CE foundational processes, which are required (for customer resource integ...
293 CitationsSource
#1Jiseon Ahn (UH: University of Houston)H-Index: 10
#2Ki-Joon Back (UH: University of Houston)H-Index: 32
Abstract The present study identifies the key antecedents and outcomes of customer brand engagement in the integrated resort context using a mixed method. A qualitative study reveals that integrated resort brand experience is multidimensional, and varying effects on brand engagement is found from a quantitative study. In particular, sensory and affective experiences all positively influence cognitive engagement. In addition, behavioral experience influences behavioral engagement, whereas intelle...
59 CitationsSource
#1Paul Harrigan (UWA: University of Western Australia)H-Index: 20
#2Uwana Evers (UWA: University of Western Australia)H-Index: 8
Last. Timothy M. Daly (ZU: Zayed University)H-Index: 9
view all 4 authors...
Abstract Consumers rely on social media to make travel decisions, and actively engage in relationships with tourism brands on social media. Our research contribution is threefold. First, we validate the consumer brand engagement (CBE) scale proposed by Hollebeek, Glynn, and Brodie (2014). Second, we use social exchange theory to replicate their proposed model to relate CBE to consumer involvement, self-brand connection, and brand usage. Third, we contribute to tourism marketing theory and practi...
124 CitationsSource
#1Ling Jiang (UVic: University of Victoria)H-Index: 4
#2Juan Shan (SHU: Shanghai University)H-Index: 6
Purpose Despite the growing research regarding consumer luxury value perception and their influence on luxury consumption behavior in different cultural contexts, there is little research investigating the cultural variation toward luxury within different generations in a given society. The purpose of this paper is to assess the relationships among Confucian propriety, luxury value perception, and purchase intention of luxury brands, and especially how these relationships differ between young an...
11 CitationsSource
#1Françoise SimonH-Index: 6
#2Vesselina Tossan (CNAM: Conservatoire national des arts et métiers)H-Index: 5
Despite the considerable expansion of brand-hosted social media, it is still not clear whether and how brand-consumer social sharing contributes to virtual media engagement. Drawing on the theory of close relationships, this study provides a conceptualization of the gratifications that are derived from brand-consumer interactions, which is referred to as Brand-Consumer Social Sharing Value. Using a sample of brands' Facebook page users, this study validates a scale for measuring the construct, w...
84 CitationsSource
#1Jean-Noël Kapferer (Inseec Business School)H-Index: 46
#2Pierre Valette-Florence (AMU: Aix-Marseille University)H-Index: 25
Last. Pierre Valette-Florence (AMU: Aix-Marseille University)H-Index: 5
view all 2 authors...
The global market for luxury brands has witnessed sustained growth in the last two decades, driven by purchases from emerging economies such as China and rising upper middle classes. Because luxury is associated with rarity and exclusivity, fears arise about whether continued growth might dilute the leading luxury brands' desirability. Prior studies offer conflicting results about the effect of greater market penetration on luxury brands' desirability; it appeared negative in the USA but not in ...
40 CitationsSource
Cited By21
Newest
#1George Christodoulides (AUS: American University of Sharjah)H-Index: 27
#2Navdeep Athwal (University of Leicester)H-Index: 3
Last. Rania W. Semaan (AUS: American University of Sharjah)H-Index: 3
view all 0 authors...
Abstract null null This study contributes to literature on luxury in the sharing economy by holistically examining new forms of luxury consumption which includes on-demand and the product-service economy, second-hand consumption, and co-ownership. Twenty-five depth semi-structured interviews with consumers reveal that the concept of luxury is disrupted in these new luxury contexts. Specifically, the findings challenge the traditional view of ownership as the ultimate form of luxury, and demonstr...
Source
#1Ana Javornik (UoB: University of Bristol)H-Index: 7
#2Katherine Duffy (Glas.: University of Glasgow)H-Index: 5
view all 7 authors...
Abstract null null Luxury brands’ pioneering digital strategies now incorporate augmented reality (AR), which offers new opportunities thanks to AR unique characteristics. Luxury brands differ from other brands in their specific attributes, such as authenticity, exclusivity, hedonism, and aesthetic expression. This research investigates how AR characteristics can support luxury brands by drawing on illustrative cases of AR deployment by luxury brands and in-depth interviews with executives and s...
Source
#1Wenting FengH-Index: 2
#2Irina Y. YuH-Index: 4
view all 4 authors...
Abstract Positive reviews of luxury brands on social media provide tourists with an opportunity for self-presentation. Recent studies have suggested that these reviews can easily trigger envy in receivers, yet few studies have discussed the effect of envy on review writers. This research examined the effects of review writers’ perceptions of being envied on their relationships with the luxury brands they shared on social media. The results of three experiments in vacation scenarios showed that w...
Source
#1Ricardo Godinho Bilro (ISCTE-IUL: ISCTE – University Institute of Lisbon)H-Index: 6
#2Sandra Loureiro (ISCTE-IUL: ISCTE – University Institute of Lisbon)H-Index: 28
Last. Joana Fonseca dos Santos (ISCTE-IUL: ISCTE – University Institute of Lisbon)
view all 0 authors...
Source
Source
#1Dean Creevey (MU: Maynooth University)H-Index: 1
#2Joseph Coughlan (MU: Maynooth University)H-Index: 12
Last. Christina O'Connor (MU: Maynooth University)H-Index: 1
view all 3 authors...
Source
#1John Amoah (Pentecost University College)
#1John Amoah (Pentecost University College)H-Index: 4
Last. Abdul Bashiru Jibril (Tomas Bata University in Zlín)
view all 2 authors...
The notable contribution of small and medium enterprises (SMEs) in the development of socio-economics has been very encouraging in terms of its GDP contribution and employment creation. Both develo...
Source
#1Gustavo A. Barrera (UDLAP: Universidad de las Américas Puebla)
#2Héctor R. Ponce (Usach: University of Santiago, Chile)H-Index: 6
Source
#1Simran Kaur Madan (Fore School of Management)
#2Payal S. Kapoor (Fore School of Management)H-Index: 2
Source
#1Charles Aaron Lawry (Purdue University)H-Index: 2
#1Charles Aaron Lawry (Purdue University)H-Index: 3
Last. Charles Aaron Lawry (Purdue University)
view all 1 authors...
The question of how to maintain allure and exclusivity while digitizing luxury brands is a pressing issue. A potential solution is to launch new retail formats that allow luxury shoppers to blur ph...
1 CitationsSource