IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v79y2024ics0969698924001000.html
   My bibliography  Save this article

What drives higher active customer engagement in luxury brands’ social media? Measurement and contingencies

Author

Listed:
  • Aldhamiri, Ali
  • Carlson, Jamie
  • Vilches-Montero, Sonia
  • Rahman, Syed Mahmudur
  • Gudergan, Siegfried P.

Abstract

This study investigates customer engagement behaviors related to luxury brands on social media, focusing on the motives driving active and passive engagement. Applying a sequential mixed methods approach, drawing on netnographic and survey data analyses, the study identifies 10 emergent themes across intrinsic and extrinsic motives that shape overall motivation for social media engagement with luxury brands. Findings from the netnographic analysis provide empirical insights into customer motivations, which inform the development of hypotheses tested through quantitative analysis. The results highlight the roles of intrinsic motivations, such as entertainment, authenticity, gratitude, experience sharing, nostalgia, aesthetics, and lifestyle inspiration. Further, extrinsic motivations such as social support, utilitarian rewards, and social status seeking are revealed to influence customers' attitudes and behaviors toward luxury brands on social media. The findings regarding the necessary condition and importance-performance matrix analyses provide additional nuanced insights into the necessity and importance of intrinsic and extrinsic motivations for active and passive engagement on social media by customers. The study also clarifies the moderating effects of customers’ value for money orientation and brand identification on the relationship between overall motivation and engagement behaviors. The findings provide a granular understanding of luxury customer behavior on social media, offering valuable insights for luxury brand managers aiming to foster stronger customer–brand relationships.

Suggested Citation

  • Aldhamiri, Ali & Carlson, Jamie & Vilches-Montero, Sonia & Rahman, Syed Mahmudur & Gudergan, Siegfried P., 2024. "What drives higher active customer engagement in luxury brands’ social media? Measurement and contingencies," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    • Handle: RePEc:eee:joreco:v:79:y:2024:i:c:s0969698924001000
    DOI: 10.1016/j.jretconser.2024.103804
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698924001000
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2024.103804?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Makri, Katerina & Schlegelmilch, Bodo B., 2017. "Time orientation and engagement with social networking sites: A cross-cultural study in Austria, China and Uruguay," Journal of Business Research, Elsevier, vol. 80(C), pages 155-163.
    2. Heine, Klaus & Phan, Michel, 2011. "Trading-up mass-market goods to luxury products," Australasian marketing journal, Elsevier, vol. 19(2), pages 108-114.
    3. Chan, Ho Fai & Moy, Naomi & Schaffner, Markus & Torgler, Benno, 2021. "The effects of money saliency and sustainability orientation on reward based crowdfunding success," Journal of Business Research, Elsevier, vol. 125(C), pages 443-455.
    4. Baldus, Brian J. & Voorhees, Clay & Calantone, Roger, 2015. "Online brand community engagement: Scale development and validation," Journal of Business Research, Elsevier, vol. 68(5), pages 978-985.
    5. Zhan, Lingjing & He, Yanqun, 2012. "Understanding luxury consumption in China: Consumer perceptions of best-known brands," Journal of Business Research, Elsevier, vol. 65(10), pages 1452-1460.
    6. Veloutsou, Cleopatra & Chatzipanagiotou, Kalliopi & Christodoulides, George, 2020. "The consumer-based brand equity deconstruction and restoration process: Lessons from unliked brands," Journal of Business Research, Elsevier, vol. 111(C), pages 41-51.
    7. Buzeta, Cristian & De Pelsmacker, Patrick & Dens, Nathalie, 2020. "Motivations to Use Different Social Media Types and Their Impact on Consumers' Online Brand-Related Activities (COBRAs)," Journal of Interactive Marketing, Elsevier, vol. 52(C), pages 79-98.
    8. Jarvis, Cheryl Burke & MacKenzie, Scott B & Podsakoff, Philip M, 2003. "A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 199-218, September.
    9. Kamboj, Shampy & Sarmah, Bijoylaxmi & Gupta, Shivam & Dwivedi, Yogesh, 2018. "Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response," International Journal of Information Management, Elsevier, vol. 39(C), pages 169-185.
    10. Klaus Heine & Michel Phan, 2011. "Trading-Up Mass-markets Goods to Luxury Products," Post-Print hal-02312947, HAL.
    11. Tandon, Anushree & Dhir, Amandeep & Kaur, Puneet & Kushwah, Shiksha & Salo, Jari, 2020. "Why do people buy organic food? The moderating role of environmental concerns and trust," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    12. Gudergan, Siegfried P. & Ringle, Christian M. & Wende, Sven & Will, Alexander, 2008. "Confirmatory tetrad analysis in PLS path modeling," Journal of Business Research, Elsevier, vol. 61(12), pages 1238-1249, December.
    13. Simon, Françoise & Tossan, Vesselina, 2018. "Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media," Journal of Business Research, Elsevier, vol. 85(C), pages 175-184.
    14. Richter, Nicole Franziska & Hauff, Sven, 2022. "Necessary conditions in international business research–Advancing the field with a new perspective on causality and data analysis," Journal of World Business, Elsevier, vol. 57(5).
    15. Margherita Pagani & Giovanni Malacarne, 2017. "Experiential engagement and active vs. passive behavior in mobile location-based social networks : the moderating role of privacy," Post-Print hal-02311925, HAL.
    16. Hauff, Sven & Richter, Nicole Franziska & Sarstedt, Marko & Ringle, Christian M., 2024. "Importance and performance in PLS-SEM and NCA: Introducing the combined importance-performance map analysis (cIPMA)," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    17. Holmqvist, Jonas & Diaz Ruiz, Carlos & Peñaloza, Lisa, 2020. "Moments of luxury: Hedonic escapism as a luxury experience," Journal of Business Research, Elsevier, vol. 116(C), pages 503-513.
    18. Park, JungKun & Hong, EunPyo & Park, Yun-na, 2023. "Toward a new business model of retail industry: The role of brand experience and brand authenticity," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    19. Cassia, Fabio & Magno, Francesca, 2024. "The value of self-determination theory in marketing studies: Insights from the application of PLS-SEM and NCA to anti-food waste apps," Journal of Business Research, Elsevier, vol. 172(C).
    20. Annamalai, Balamurugan & Yoshida, Masayuki & Varshney, Sanjeev & Pathak, Atul Arun & Venugopal, Pingali, 2021. "Social media content strategy for sport clubs to drive fan engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    21. Muthaffar, Aisha & Vilches-Montero, Sonia, 2023. "Empowering retailers: A bounded rationality perspective to enhancing omnichannel journey satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    22. Lim, Weng Marc & Rasul, Tareq, 2022. "Customer engagement and social media: Revisiting the past to inform the future," Journal of Business Research, Elsevier, vol. 148(C), pages 325-342.
    23. Prentice, Catherine & Loureiro, Sandra Maria Correia, 2018. "Consumer-based approach to customer engagement – The case of luxury brands," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 325-332.
    24. Kefi, Hajer & Maar, Daniel, 2020. "The power of lurking: Assessing the online experience of luxury brand fan page followers," Journal of Business Research, Elsevier, vol. 117(C), pages 579-586.
    25. Yahia, Imene Ben & Al-Neama, Nasser & Kerbache, Laoucine, 2018. "Investigating the drivers for social commerce in social media platforms: Importance of trust, social support and the platform perceived usage," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 11-19.
    26. Xuequn Wang & Mina Tajvidi & Xiaolin Lin & Nick Hajli, 2020. "Towards an Ethical and Trustworthy Social Commerce Community for Brand Value Co-creation: A trust-Commitment Perspective," Journal of Business Ethics, Springer, vol. 167(1), pages 137-152, November.
    27. Sarstedt, Marko & Hair, Joseph F. & Cheah, Jun-Hwa & Becker, Jan-Michael & Ringle, Christian M., 2019. "How to specify, estimate, and validate higher-order constructs in PLS-SEM," Australasian marketing journal, Elsevier, vol. 27(3), pages 197-211.
    28. Ostovan, Nima & Khalili Nasr, Arash, 2022. "The manifestation of luxury value dimensions in brand engagement in self-concept," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    29. Miller, Karen W. & Mills, Michael K., 2012. "Contributing clarity by examining brand luxury in the fashion market," Journal of Business Research, Elsevier, vol. 65(10), pages 1471-1479.
    30. Andreas Munzel & Werner H. Kunz, 2014. "Creators, multipliers, and lurkers: who contributes and who benefits at online review sites," Post-Print hal-02423582, HAL.
    31. Kim, Juran & Lee, Ki Hoon, 2019. "Influence of integration on interactivity in social media luxury brand communities," Journal of Business Research, Elsevier, vol. 99(C), pages 422-429.
    32. Kumar, Vikas & Kaushal, Vikrant, 2021. "Perceived brand authenticity and social exclusion as drivers of psychological brand ownership," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    33. Grover, Purva & Kar, Arpan Kumar, 2020. "User engagement for mobile payment service providers – introducing the social media engagement model," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    34. Rahman, Syed Mahmudur & Carlson, Jamie & Gudergan, Siegfried P. & Wetzels, Martin & Grewal, Dhruv, 2022. "Perceived Omnichannel Customer Experience (OCX): Concept, measurement, and impact," Journal of Retailing, Elsevier, vol. 98(4), pages 611-632.
    35. Stokburger-Sauer, Nicola & Ratneshwar, S. & Sen, Sankar, 2012. "Drivers of consumer–brand identification," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 406-418.
    36. Merav Malcman & Mosi Rosenboim & Tal Shavit, 2015. "Does attachment to money affect reciprocity behaviour?," Applied Economics Letters, Taylor & Francis Journals, vol. 22(4), pages 251-254, March.
    37. Carlson, Jamie & Rahman, Mohammad M. & Taylor, Alexander & Voola, Ranjit, 2019. "Feel the VIBE: Examining value-in-the-brand-page-experience and its impact on satisfaction and customer engagement behaviours in mobile social media," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 149-162.
    38. Bazi, Saleh & Filieri, Raffaele & Gorton, Matthew, 2020. "Customers’ motivation to engage with luxury brands on social media," Journal of Business Research, Elsevier, vol. 112(C), pages 223-235.
    39. Françoise Simon & Vesselina Tossan, 2018. "Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media," Post-Print hal-01867273, HAL.
    40. Shmueli, Galit & Ray, Soumya & Velasquez Estrada, Juan Manuel & Chatla, Suneel Babu, 2016. "The elephant in the room: Predictive performance of PLS models," Journal of Business Research, Elsevier, vol. 69(10), pages 4552-4564.
    41. Carlson, Jamie & Rahman, Syed Mahmudur & Rahman, Mohammad M. & Wyllie, Jessica & Voola, Ranjit, 2021. "Engaging Gen Y Customers in Online Brand Communities: A Cross-National Assessment," International Journal of Information Management, Elsevier, vol. 56(C).
    42. Huang, Min-Hsin, 2015. "The influence of relationship marketing investments on customer gratitude in retailing," Journal of Business Research, Elsevier, vol. 68(6), pages 1318-1323.
    43. Fazal e Hasan, Syed & Lings, Ian & Neale, Larry & Mortimer, Gary, 2014. "The role of customer gratitude in making relationship marketing investments successful," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 788-796.
    44. Gilal, Faheem Gul & Zhang, Jian & Paul, Justin & Gilal, Naeem Gul, 2019. "The role of self-determination theory in marketing science: An integrative review and agenda for research," European Management Journal, Elsevier, vol. 37(1), pages 29-44.
    45. Stokburger-Sauer, Nicola E. & Teichmann, Karin, 2013. "Is luxury just a female thing? The role of gender in luxury brand consumption," Journal of Business Research, Elsevier, vol. 66(7), pages 889-896.
    46. Zhu, Dong Hong & Sun, Hui & Chang, Ya Ping, 2016. "Effect of social support on customer satisfaction and citizenship behavior in online brand communities: The moderating role of support source," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 287-293.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Nicole F. Richter & Sven Hauff & Christian M. Ringle & Siegfried P. Gudergan, 2022. "The Use of Partial Least Squares Structural Equation Modeling and Complementary Methods in International Management Research," Management International Review, Springer, vol. 62(4), pages 449-470, August.
    2. Magno, Francesca & Cassia, Fabio, 2024. "Predicting restaurants’ surplus food platform continuance: Insights from the combined use of PLS-SEM and NCA and predictive model comparisons," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    3. Jacob, Isaac & Khanna, Monica & Rai, Krupa A., 2020. "Attribution analysis of luxury brands: An investigation into consumer-brand congruence through conspicuous consumption," Journal of Business Research, Elsevier, vol. 116(C), pages 597-607.
    4. Lim, Weng Marc & Rasul, Tareq, 2022. "Customer engagement and social media: Revisiting the past to inform the future," Journal of Business Research, Elsevier, vol. 148(C), pages 325-342.
    5. Lim, Xin-Jean & Cheah, Jun-Hwa & Ngo, Liem Viet & Chan, Kara & Ting, Hiram, 2023. "How do crazy rich Asians perceive sustainable luxury? Investigating the determinants of consumers’ willingness to pay a premium price," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    6. Taylor, Alex & Carlson, Jamie & Liao, Yi-Chuan & Rahman, Mohammad M., 2023. "Customer engagement and sharing behaviors: Toward a contingent curvilinear perspective," Journal of Business Research, Elsevier, vol. 154(C).
    7. Cassia, Fabio & Magno, Francesca, 2024. "The value of self-determination theory in marketing studies: Insights from the application of PLS-SEM and NCA to anti-food waste apps," Journal of Business Research, Elsevier, vol. 172(C).
    8. Zollo, Lamberto & Filieri, Raffaele & Rialti, Riccardo & Yoon, Sukki, 2020. "Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience," Journal of Business Research, Elsevier, vol. 117(C), pages 256-267.
    9. Rahman, Muhammad Sabbir & Bag, Surajit & Hossain, Md Afnan & Abdel Fattah, Fadi Abdel Muniem & Gani, Mohammad Osman & Rana, Nripendra P., 2023. "The new wave of AI-powered luxury brands online shopping experience: The role of digital multisensory cues and customers’ engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    10. Shahid, Shadma & Paul, Justin, 2021. "Intrinsic motivation of luxury consumers in an emerging market," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    11. Troiville, Julien, 2024. "Connecting the dots between brand equity and brand loyalty for retailers: The mediating roles of brand attitudes and word-of-mouth communication," Journal of Business Research, Elsevier, vol. 177(C).
    12. Cheah, Jun-Hwa & Waller, David & Thaichon, Park & Ting, Hiram & Lim, Xin-Jean, 2020. "Price image and the sugrophobia effect on luxury retail purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    13. Park, Jungkun & Hyun, Hyowon & Thavisay, Toulany, 2021. "A study of antecedents and outcomes of social media WOM towards luxury brand purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    14. Julien Troiville, 2024. "Connecting the dots between brand equity and brand loyalty for retailers: The mediating roles of brand attitudes and word-of-mouth communication," Post-Print hal-04574746, HAL.
    15. Bazi, Saleh & Filieri, Raffaele & Gorton, Matthew, 2020. "Customers’ motivation to engage with luxury brands on social media," Journal of Business Research, Elsevier, vol. 112(C), pages 223-235.
    16. Loureiro, Sandra Maria Correia & Jiménez-Barreto, Jano & Romero, Jaime, 2020. "Enhancing brand coolness through perceived luxury values: Insight from luxury fashion brands," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    17. Estelle Dinh & Hans Mühlbacher & Mariaterasa Torchia, 2024. "Necessary perceptions of family values and luxury characteristics for brand luxuriousness: evidence from luxury watch brands," Journal of Brand Management, Palgrave Macmillan, vol. 31(1), pages 58-78, January.
    18. Paweł Bryła & Shuvam Chatterjee & Beata Ciabiada-Bryła, 2022. "The Impact of Social Media Marketing on Consumer Engagement in Sustainable Consumption: A Systematic Literature Review," IJERPH, MDPI, vol. 19(24), pages 1-16, December.
    19. Jintang Wang & Junyun Liao & Shiyong Zheng & Biqing Li, 2019. "Examining Drivers of Brand Community Engagement: The Moderation of Product, Brand and Consumer Characteristics," Sustainability, MDPI, vol. 11(17), pages 1-16, August.
    20. Shahid, Shadma & Adil, Mohd & Sadiq, Mohd & Dash, Ganesh, 2024. "Why do consumers consume masstige products? A cross-cultural investigation through the lens of self-determination theory," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:79:y:2024:i:c:s0969698924001000. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.