Social Media Word of Mouth and Masstige Purchase Behaviour

Many individuals enjoy sharing their stories and experiences through social media, which exemplifies social media word-of-mouth (social media WOM). This study examines the role of social media WOM in driving masstige purchase behaviour. This study involves perceptual distance, luxury perception, purchase intention and gender in such an investigation. Masstige refers to providing prestige to the masses, indicating luxury products for a broad audience. A survey of 246 consumers is conducted and structural equation modelling is employed to analyse the data. We find that social media WOM positively influences perceptual distance, luxury perception and purchase intention. Perceptual distance negatively influences purchase intention, while luxury perception positively influences such intention. Purchase intention positively influences purchase behaviour. This study does not find support that gender moderates the relationship between perceptual distance and purchase intention, as well as between luxury perception and purchase intention. The findings suggest that marketers need to identify social media platforms that match the luxury perception of their target audience and present exclusive content to encourage purchase intention and, further, masstige purchases. Masstige purchase behaviour is vital for collectivist countries because it can increase their consumers' social status and prestige. Implications for Central European audience: Cultural and social homogeneity among Asian people brings the popularity of masstige brands from Western countries (Paul, 2015), especially Central European brands to capitalise on the capabilities they have created (Alić et al., 2022). The findings of this study are crucial as Indonesia and the Visegrád Group (V4) of the Czech Republic, Hungary, Poland and Slovakia have strong business relationships (Ministry of Foreign Affairs of the Republic of Indonesia, 2019).