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