Exploring Social Media Engagement Behaviors in the Context of Luxury Brands
Document Type
Peer-Reviewed Article
Publication Date
2018
Abstract
Content analysis of in-person interviews with luxury shoppers in Paris identified 11 discrete social media engagement behaviors. Findings indicate that consumer engagement behaviors (CEBs) have different potential for luxury brand cocreation depending on their intended audience, degree of applied effort and creativity, complexity of motivations, and dominant content creation style, but not on choice of social media platform. Luxury marketers can preserve their unique positioning in social media by offering top-quality visual content reinforcing the desired brand associations to (a) generate active and creative behaviors by influentials and (b) promote low-effort, high-virality behaviors by consumers motivated by less complex needs.
DOI
10.1080/00913367.2017.1405756
Recommended Citation
Pentina, I., Guilloux, V. & Micu, A.C. (2018). Exploring social media engagement behaviors in the context of luxury brands. Journal of Advertising 47(1), 55-69. doi: 10.1080/00913367.2017.1405756
