Engaging fashion consumers in social media: the case of luxury brands

Loureiro, Sandra María Correia; Maximiano, Maria; Panchapakesan, Padma

doi:10.1080/17543266.2018.1431810

Cited by 42 publications

(18 citation statements)

References 67 publications

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“…Desire is the most critical driver of consumer engagement; subjective well-being (SWB) acts as a result of consumer responsibility. Experience plays an essential role in the relationship between concentration and SWB [13]. It is considered that luxury must be something that the client must have earned because the more difficult the access to a piece is, the more desirable it is for the consumer.…”

Section: Social Media and Fashion Marketingmentioning

confidence: 99%

Influence and Relationship between Branded Content and the Social Media Consumer Interactions of the Luxury Fashion Brand Manolo Blahnik

2021

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Social networks are particularly significant in marketing and advertising because they provide platforms that offer interactive network channels to develop consumer brands. Among the most useful platforms of this type for capturing leads for businesses of the business to customer are Facebook®. In this sense, this research aims to analyze the degree of influence and relationship between Branded Content and the social media consumer interactions of the luxury fashion firm Manolo Blahnik in the mentioned network. This analysis allows us to see what type of content is more effective in social networks. To do this, an exploratory study was implemented with a review of the literature, followed by a correlation study, with hypothesis set to be contrasted through ANOVA analysis with SPSS software. The conclusion is that social networks facilitate interaction between brands and their followers, allowing the content and messages disseminated to achieve greater impact and commitment to the public and, therefore, increase the engagement between the brand and followers.

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Section: Social Media and Fashion Marketingmentioning

confidence: 99%

Influence and Relationship between Branded Content and the Social Media Consumer Interactions of the Luxury Fashion Brand Manolo Blahnik

2021

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“…Among a variety of consumers' traits associated with the brand-consumer relationship in Instagram/fashionista-based luxury branding, the current study focuses on a vanity, opinion leadership, and fashion consciousness. These consumer traits are relevant to the core nature and technological affordance of Instagram in luxury branding as: vanity increases consumers' passionate desire for luxury fashion brands (Loureiro et al, 2017) and motivates consumers to search for new trends (Netemeyer et al, 1995) while Instagram fulfills their vanity need; opinion leadership is an important trait of fashionistas who serve as market mavens (Goldsmith et al, 1993) and use Instagram as social networking and social commerce tools for engaging with their followers (Loureiro et al, 2018); and Instagram functions as an arena for fashion leaders with high fashion consciousness to showcase their luxurious lifestyle and fashionable styling (Loureiro et al, 2017).…”

Section: Introductionmentioning

confidence: 99%

Instagram fashionistas, luxury visual image strategies and vanity

Jin¹,

Ryu

2019

JPBM

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Purpose Luxury fashion brands harness the power of Instagram and fashionistas for strategic brand management. This study aims to test interaction effects among luxury brand posts’ Instagram source type (brand versus fashionista), visual image type (product-centric versus consumer-centric) and consumers’ characteristics (vanity, opinion leadership and fashion consciousness) on brand recognition and trust. Design/methodology/approach A quantitative 2 (source type: brand versus fashionista) × 2 (branded visual image type: product-centric luxury versus consumer-centric luxury) between-subjects online experiment (N males = 195 and N females = 182) was conducted by recruiting participants from MTurk. Findings Logistic regression analyses indicated two-way interaction effects between sources and visual images on brand recognition. Brand recognition was higher for product-centric images when the source was the fashionista, whereas brand recognition was equivalent regardless of the image type when the source was the brand. Logistic regression and multiple regression analyses revealed the moderating effects of sources and visual images on the association between consumer traits and branding outcomes. Practical implications Meticulously choosing effective methods of showcasing branded content and persuasive luxury visual image strategies via Instagram is more important for fashionistas than for established brands in increasing brand recognition. Instagram fashionistas are more effective in increasing females’ brand trust through delivering product-centric visual images when targeting women with high vanity, opinion leadership and fashion consciousness. Brands as the Instagram profile source are more persuasive in increasing males’ brand trust through delivering product-centric visual images when targeting men with high vanity. Originality/value This experiment provides theoretical discussions and empirical findings about social media influencer marketing and managerial implications for Instagram-based luxury branding. This research revolves around the overarching theme of the interactive effects of multifaceted branded contents and market segments in social media influencer marketing environments.

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“…Particularly when it comes to buying limited edition products, unlike the attitudes of consumers in common consumption behaviors, consumer consumption attitudes are strengthened by the needs of consumers intending to buy limited edition products as well as unique consumption factors such as taking risks of buying such resale products and being willing to accept innovative elements [51,52]. Consumer behaviors related to resale products are not limited to the traditional consumer roles and also involve the role of sellers [53]. Thus, self-confidence factors such as trust, belief, and confidence in their own ability and judgment play a key role in this regard.…”

Section: Research Modelmentioning

confidence: 99%

Consumption Motivation of Limited Edition Product in Reselling Open Market

Kim

2020

Journal of Open Innovation: Technology, Market, and Complexity

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Recently, the phenomenon of purchasing limited edition products has been spreading rapidly in the reselling open market. As various technologies are introduced in the era of the fourth industrial revolution, platform-centered digital distribution has become popular and consumers buy limited edition products as a reflection of their various access behaviors to satisfy their social needs for reselling and not out of mere curiosity or personal preference. Accordingly, this study includes a survey conducted among 564 consumers of limited edition products who were leading the consumer-centered reselling open markets in Korea. Specifically, five factors of limited edition products consumption motivation—functional, emotional, social, epistemic, and economic—are defined, and how these factors affect the continuous consumption attitudes of consumers with such active consumption attitudes as a medium is considered. The analysis result shows that emotional factors are not significant as a motivation factor to limited product consumption while economic factors had a significant effect on the behavior of continued resale product consumption. This result clearly indicates that while consumers sometimes purchased limited edition products merely out of functional, social, and epistemic motivation, acquiring economic value through reselling in the customer to customer open market was also an important consumption motivation.

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Engaging fashion consumers in social media: the case of luxury brands

Cited by 42 publications

References 67 publications

Influence and Relationship between Branded Content and the Social Media Consumer Interactions of the Luxury Fashion Brand Manolo Blahnik

Influence and Relationship between Branded Content and the Social Media Consumer Interactions of the Luxury Fashion Brand Manolo Blahnik

Instagram fashionistas, luxury visual image strategies and vanity

Consumption Motivation of Limited Edition Product in Reselling Open Market

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