From pandemic to Prada: examining online luxury-brand self-narratives

Abstract

PurposeAmidst the exponential spread of the COVID-19 pandemic, this study aims to explore the evolving dynamics underlying consumers' narratives about luxury-brands over social media. While visualizing these Online Luxury-Brand Self-Narratives (OLBSNs) as a decision-making situation, the authors question the “rational-being” assumption of the Net Valence Model (NVM) during a pandemic situation. Specifically, the authors draw upon Terror Management Theory (TMT) to explicate the role of pandemic-induced mortality salience in rendering the idealistic assumptions of NVM unattainable. The authors uncover evidence of risk-taking behavior among luxury consumers while using OLBSNs as a potential meaning-providing structure during the pandemic.Design/methodology/approachThis study employed a cross-sectional survey method. The authors conducted a structured Qualtrics survey to collect data from 588 respondents. The authors examined the hypothesized relationships using structural equation modeling.FindingsIn contrast to the conventional wisdom of NVM, the results suggest a positive influence of not only perceived benefits but also perceived risks on intention to engage in OLBSN and brand advocacy during the ongoing pandemic.Research limitations/implicationsThis study explains the emerging dynamics of pandemic-induced mortality salience in OLBSN decision-making and has implications for luxury-brand marketers in designing brand communication strategies over social media.Originality/valueThis study makes an original endeavor to extend NVM beyond rational decision-making context by integrating the theoretical tenets of TMT within NVM while also delineating the decision-making mechanism of OLBSNs during the pandemic.

Luxury consumption amidst the COVID-19 pandemic

“…The COVID-19 pandemic has implications for luxury consumption, as it evidently has transformed luxury consumers' feelings, emotions, thoughts, expectations, spirit and behaviour. Amidst the pandemic, higher environmental, ethical and social consciousness has been observed among luxury consumers (Sharma et al. , 2022; D'Arpizio et al.…”

“…as a symbol of youthfulness, tastefulness and aspirations) (Wang and Qiao, 2020). The experiential essence of luxury is included, representing the experience dimension to the meaning of luxury and the creative expression of luxury moments of the past, present and future (Sharma et al. , 2022; von Wallpach et al.…”

“…For example, consumers create experiences with luxury goods in their physical places (i.e. homes) and exhibit their association with luxury brands with favourable social values during the pandemic, thereby shaping their digital self-identities (Sharma et al. , 2022; Jain, 2021).…”

“…However, many luxury consumers believe that phygital poses social and personal risks (e.g. social envy and loss of mental peace) and may affect their self-esteem (Sharma et al. , 2022), because the cash flow needed to maintain their luxury status has suffered during the pandemic.…”

“…, 2022)] and they perceive the purchase of luxury goods as an inappropriate use of money and traditional luxury consumption as unwarranted. Thus, they reassess their buying motives and spending habits, which likely have lasting effects on their sentiments, lifestyles and behaviour (Sharma et al. , 2022; Achille and Zipser, 2020), thereby fundamentally changing the meaning of “luxury”.…”