IDEAS home Printed from https://ideas.repec.org/a/ibn/ijmsjn/v15y2023i1p98.html
   My bibliography  Save this article

Materialistic Consumers Who Need To Signal Their Status: Examination of Antecedents and Consequences of Consumers’ Luxury Brands Engagement on Social Media

Author

Listed:
  • Eunseon Kwon

Abstract

The purpose of this research is to understand the key drivers and outcomes of consumer brand engagement (CBE) with luxury brands on social media. Specifically, this study aims to examine the mediating effect of CBE between antecedents (materialism, need for status signaling) and brand outcomes (brand attitude and brand usage intention) when consumer involvement (CI) is controlled. A survey was administered to 547 non-student young consumers who follow luxury brands on Instagram. The empirical findings show that antecedents (materialism, need for status signaling) positively influence brand outcomes (brand attitude, brand usage intention). Further, the results show a partially supportive mediating role of CBE between antecedents and brand outcomes. This research found prominent effects of materialism and need for status signaling. There are limited studies on CBE with luxury brands on social media. This research is a pioneer, as it extends the CBE framework by adding two individual difference variables as antecedents and two brand outcome variables.

Suggested Citation

  • Eunseon Kwon, 2023. "Materialistic Consumers Who Need To Signal Their Status: Examination of Antecedents and Consequences of Consumers’ Luxury Brands Engagement on Social Media," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 15(1), pages 1-98, July.
    • Handle: RePEc:ibn:ijmsjn:v:15:y:2023:i:1:p:98
    as

    Download full text from publisher

    File URL: https://ccsenet.org/journal/index.php/ijms/article/download/0/0/48650/52396
    Download Restriction: no
    File URL: https://ccsenet.org/journal/index.php/ijms/article/view/0/48650
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Belk, Russell W & Pollay, Richard W, 1985. "Images of Ourselves: The Good Life in Twentieth Century Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(4), pages 887-897, March.
    2. Pino, Giovanni & Amatulli, Cesare & Peluso, Alessandro M. & Nataraajan, Rajan & Guido, Gianluigi, 2019. "Brand prominence and social status in luxury consumption: A comparison of emerging and mature markets," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 163-172.
    3. Jonah Berger & Chip Heath, 2007. "Where Consumers Diverge from Others: Identity Signaling and Product Domains," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(2), pages 121-134, June.
    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. Jennifer K D’Angelo & Kristin Diehl & Lisa A Cavanaugh, 2019. "Lead by Example? Custom-Made Examples Created by Close Others Lead Consumers to Make Dissimilar Choices," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(4), pages 750-773.
    2. Yucheng Zhang & Zhiling Wang & Lin Xiao & Lijun Wang & Pei Huang, 2023. "Discovering the evolution of online reviews: A bibliometric review," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-22, December.
    3. Liu, Jingting, 2016. "Covered in Gold: Examining gold consumption by middle class consumers in emerging markets," International Business Review, Elsevier, vol. 25(3), pages 739-747.
    4. Chris Hydock & Neeru Paharia & T. J. Weber, 2019. "The Consumer Response to Corporate Political Advocacy: a Review and Future Directions," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 6(3), pages 76-83, December.
    5. Andreea-Ionela Puiu & Anca Monica Ardeleanu & Camelia Cojocaru & Anca Bratu, 2021. "Exploring the Effect of Status Quo, Innovativeness, and Involvement Tendencies on Luxury Fashion Innovations: The Mediation Role of Status Consumption," Mathematics, MDPI, vol. 9(9), pages 1-18, May.
    6. Misuraca, Roberta & Zimmermann, Klaus, 2024. "Migration and Consumption," MERIT Working Papers 2024-006, United Nations University - Maastricht Economic and Social Research Institute on Innovation and Technology (MERIT).
    7. Maystre, Nicolas & Olivier, Jacques & Thoenig, Mathias & Verdier, Thierry, 2014. "Product-based cultural change: Is the village global?," Journal of International Economics, Elsevier, vol. 92(2), pages 212-230.
    8. Koo, Jayoung & Im, Hyunjoo, 2019. "Going up or down? Effects of power deprivation on luxury consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 443-449.
    9. Peres, Renana & Muller, Eitan & Mahajan, Vijay, 2010. "Innovation diffusion and new product growth models: A critical review and research directions," International Journal of Research in Marketing, Elsevier, vol. 27(2), pages 91-106.
    10. Vishal Narayan & Vithala R. Rao & Carolyne Saunders, 2011. "How Peer Influence Affects Attribute Preferences: A Bayesian Updating Mechanism," Marketing Science, INFORMS, vol. 30(2), pages 368-384, 03-04.
    11. Chan, Haksin & Yang, Morgan X. & Zeng, Kevin J., 2022. "Bolstering ratings and reviews systems on multi-sided platforms: A co-creation perspective," Journal of Business Research, Elsevier, vol. 139(C), pages 208-217.
    12. Russell Golman & Aditi Jain & Sonica Saraf, 2019. "Hipsters and the Cool: A Game Theoretic Analysis of Social Identity, Trends and Fads," Papers 1910.13385, arXiv.org.
    13. Bella Rozenkrants & S Christian Wheeler & Baba Shiv & Gita JoharEditor & Derek RuckerAssociate Editor, 2017. "Self-Expression Cues in Product Rating Distributions: When People Prefer Polarizing Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 759-777.
    14. Wang, Yajin, 2022. "A conceptual framework of contemporary luxury consumption," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 788-803.
    15. Boisvert, Jean & Christodoulides, George & Sajid Khan, M., 2023. "Toward a better understanding of key determinants and consequences of masstige consumption," Journal of Business Research, Elsevier, vol. 161(C).
    16. Song, Hanqun & Yang, Huijun & Ma, Emily, 2022. "Restaurants’ outdoor signs say more than you think: An enquiry from a linguistic landscape perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    17. Kapferer, Jean-Noël & Valette-Florence, Pierre, 2019. "How self-success drives luxury demand: An integrated model of luxury growth and country comparisons," Journal of Business Research, Elsevier, vol. 102(C), pages 273-287.
    18. Dariusz Drążkowski & Maciej Behnke & Lukasz D Kaczmarek, 2021. "I am afraid, so I buy it! The effects of anxiety on consumer assimilation and differentiation needs amongst individuals primed with independent and interdependent self-construal," PLOS ONE, Public Library of Science, vol. 16(9), pages 1-19, September.
    19. Sergio Rivaroli & Martin K. Hingley & Roberta Spadoni, 2018. "The motivation behind drinking craft beer in Italian brew pubs: a case study," Economia agro-alimentare, FrancoAngeli Editore, vol. 20(3), pages 425-443.
    20. Mason, Malia F. & Dyer, Rebecca & Norton, Michael I., 2009. "Neural mechanisms of social influence," Organizational Behavior and Human Decision Processes, Elsevier, vol. 110(2), pages 152-159, November.

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    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:ibn:ijmsjn:v:15:y:2023:i:1:p:98. 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: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

    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.