How social capital builds online brand advocacy in luxury social media brand communities

The growth in luxury consumption has fuelled interest in understanding consumer perceptions of luxury brands, particularly with the escalation of social media usage. This study examines consumers’ perceptions of social capital in consumer-initiated luxury social media brand communities. Empirical findings based on 353 luxury brand community members verified the effects of social capital dimensions on brand passion and brand community engagement. Shared vision and reciprocity displayed positive relationships with brand passion, while shared language, shared vision, and reciprocity affected brand community engagement. Although social trust influenced brand passion in the Eastern luxury watch brand community, the effect was nonsignificant in the Western luxury watch brand community. The study adds to the literature on Social Capital Theory by clarifying the role of social capital in consumer-luxury brand relationship building. To capitalise on the amalgamation of consumer power in luxury brand communities, marketers need to comprehend the mechanisms of social capital in establishing consumer-brand community engagement and online brand advocacy behaviours.