Sharing luxury possessions in the age of digital experience economy: Consumption type and psychological entitlement
Journal of Business Research(2022)
摘要
With the advent of the digital experience economy, contemporary luxury brands have embraced social media as an important channel for improving brand perceptions and developing customer relationships. This is because encouraging consumers to share luxury purchases on social media offers a strategic value for luxury brands. The present research investigates the conditions under which consumers are more likely to share luxury (vs. non-luxury) purchases on social media. Across two experiments, we establish that luxury (vs. non-luxury) purchases are shared more when they are associated with material (vs. experiential) consumption, and among consumers with a high (vs. low) sense of entitlement. These findings make several theoretical and managerial contributions, providing avenues for future research on what consumers do with luxury brands on social media.
更多查看译文
关键词
Luxury,Sharing on social media,Material purchases,Entitlement,Experiential Purchase
AI 理解论文
溯源树
样例
生成溯源树,研究论文发展脉络
Chat Paper
正在生成论文摘要