Between you and me: The effects of content ephemerality and the role of social value orientation in luxury brands’ social media communication

Lim, Heejin; Childs, Michelle; Cuevas, Leslie; Lyu, Jewon

doi:10.1080/20932685.2021.1881579

Cited by 13 publications

(10 citation statements)

References 47 publications

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“…Luxury brands use digital technologies like the internet (Heine and Berghaus, 2014), social media (Kong et al. , 2021; Lim et al. , 2021) and the metaverse (Joy et al.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Consumer experiences are no longer one-dimensional (Hoffman and Novak, 1996) and have expanded to more diverse forms (Lim et al ., 2021; Cheah and Shimul, 2023) through virtual reality in the metaverse, which helps conceptualize consumer affect toward fantasy, fun and feeling (Rather et al. , 2022).…”

Section: Literature Reviewmentioning

confidence: 99%

“…The luxury fashion market is interested in value co-creation and strives to provide strong value to consumers (Choi et al. , 2015; Lim et al. , 2021).…”

Section: Literature Reviewmentioning

confidence: 99%

“…, 2023). However, research on the features and consumer experiences of the content provided by the metaverse has only just begun (Lim et al. , 2021; Barrera and Shah, 2023).…”

Section: Introductionmentioning

confidence: 99%

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The metaverse experience in luxury brands

Jiang

Kim

et al. 2023

APJML

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PurposeThe purpose of this study is to develop the scale of the metaverse experience and examine the effect of the metaverse experience on consumer happiness in luxury brands.Design/methodology/approachA survey was distributed to metaverse users from general participants in the Republic of Korea. To reach this goal, the domain of the metaverse experience is defined, items are created through qualitative interviews, the initial scale is refined and then the scale is tested. A total of 262 valid responses were used for exploratory factor analysis (EFA), and 238 data were used for confirmatory factor analysis (CFA). The hypothesis was tested using structural equation modeling (SEM) and SmartPLS 3.0.FindingsThe results showed that the metaverse experience comprises three sub-constructs, namely fantasies, feelings and fun. Also, the metaverse experience affects consumer happiness positively in luxury brands.Originality/valueThis study investigates consumer experience in the metaverse environment. The authors examined the metaverse experience based on the experiential aspects of the consumption of luxury brands and develop the scale development of the metaverse experience. Furthermore, the relationship between metaverse experiences and consumer happiness provides a new perspective in studying metaverse marketing strategy and customer service creation.

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“…Luxury brands use digital technologies like the internet (Heine and Berghaus, 2014), social media (Kong et al. , 2021; Lim et al. , 2021) and the metaverse (Joy et al.…”

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

“…The luxury fashion market is interested in value co-creation and strives to provide strong value to consumers (Choi et al. , 2015; Lim et al. , 2021).…”

Section: Literature Reviewmentioning

confidence: 99%

“…, 2023). However, research on the features and consumer experiences of the content provided by the metaverse has only just begun (Lim et al. , 2021; Barrera and Shah, 2023).…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

The metaverse experience in luxury brands

Jiang

Kim

et al. 2023

APJML

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“…For example, emotional and economic values are vital in fast fashion, which offers a fast production cycle and a low price for the latest fashion designs with a small variety of production (Park, 2015). Luxury goods have social value for individual status and include personal value for personal utility (Lim et al , 2021; Wiedmann et al , 2009). In this context, luxury consumption value can be classified into personal and social values.…”

Section: Literature Reviewmentioning

confidence: 99%

Impact of COVID-19 pandemic upon fashion consumer behavior: focus on mass and luxury products

Pang

Kim

et al. 2021

APJML

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PurposeThe COVID-19 pandemic has caused a decline in overall consumption, but luxury sales within offline department stores rose significantly. This study identifies changes in the market environment variable (i.e. pandemics) and their impact on clothing consumption behavior. Moreover, it examines consumer behavior characteristics and provides implications for future fashion marketing and merchandising strategies.Design/methodology/approachThis study analyzed post-pandemic consumption trends by obtaining luxury brand sales data from the Korea National Statistical Office and department stores. Moreover, it investigated luxury consumption fluctuation after the pandemic and statistically analyzed the characteristics of luxury consumers by customer level (CL) that affected sales.FindingsThe results of the study showed that offline (online) clothing consumption at mass markets has decreased (increased) since the pandemic, whereas sales of luxury fashion brands at offline department stores have grown. Moreover, the in-depth analysis showed a significant sales decline (increase) for clothing-centered (leather-centered) luxury brands.Practical implicationsIf such a trend in luxury brand consumption continues, current polarization is expected to be maintained. Therefore, the study’s findings can be used as basic data in strengthening luxury brands and planning products.Originality/valueThis is the first work to undertake a comparative study of fashion consumer behavior, before and after the pandemic, involving the mass and luxury markets in South Korea.

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The “backfire” effects of luxury advertising on TikTok: The moderating role of self-deprecating online reviews

Zhang,

Wang

2024

Computers in Human Behavior

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Between you and me: The effects of content ephemerality and the role of social value orientation in luxury brands’ social media communication

Cited by 13 publications

References 47 publications

The metaverse experience in luxury brands

The metaverse experience in luxury brands

Impact of COVID-19 pandemic upon fashion consumer behavior: focus on mass and luxury products

The “backfire” effects of luxury advertising on TikTok: The moderating role of self-deprecating online reviews

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