Masstige strategies on social media: The influence on sentiments and attitude toward the brand

Abstract

This paper explores whether mass prestige (masstige) campaigns, providing luxury and exclusivity for the masses, influence sentiments and attitude toward the brand among fashion customers and followers on social media, namely Facebook and Instagram. Two brands are selected within the fashion sector: a luxury fashion brand—Gucci—and a mass‐market fashion brand—H&M. This research grounds its methodology on a netnography, collecting a total of 336,504 comments. The comments are examined through sentiment analysis based on a text‐mining technique. The findings reveal that fashion brands can promote masstige strategies, sustaining attitude toward the brand, widening their range of offers, and taking the chance on these types of campaigns without negatively affecting customers’ and followers’ sentiments on social media platforms. The use of comments to measure these topics empirically is a novelty of this research.

Influencer endorsement posts and their effects on advertising attitudes and purchase intentions

“…Traditionally, companies have exploited the influence of celebrities on consumers for the formers’ expertise, talent, credibility and attractiveness to advertise a brand or product (Kumar & Ramana, 2019; Vrontis et al., 2021). With the advance of social networks, celebrities continue to be a key element in advertising (Kusumasondjaja & Tjiptono, 2019; Schimmelpfennig & Hunt, 2020) and influencers have been added to this list of influential online sources (Bilro et al., 2021; Evans et al., 2017). In comparison to celebrities, social media influencers add value to advertising endorsements (Schouten et al., 2020).…”

“…With the advance of social networks, celebrities continue to be a key element in advertising (Kusumasondjaja & Tjiptono, 2019;Schimmelpfennig & Hunt, 2020) and influencers have been added to this list of influential online sources (Bilro et al, 2021;Evans et al, 2017). In comparison to celebrities, social media influencers add value to advertising endorsements (Schouten et al, 2020).…”

Neuroscience research in consumer behavior: A review and future research agenda

“…Sytematic reviews can be classified in different categories (Paul & Criado, 2020), such as: a structured review when focusing on widely used methods, theories and constructs (Canabal & White, 2008; Kahiya, 2018; Paul & Singh, 2017; Rosado‐Serrano et al., 2018); framework‐based when frameworks like ADO (Antecedents, Decisions, and Outcome) employed by Paul and Benito (2018), or TCCM (Theory, Context, Characteristics, and Methodology) developed by Paul and Rosado‐Serrano (2019) are used; a hybrid‐narrative review when a framework is integrated in a narrative discussion leading to a future research agenda (Bahoo et al., 2020; Dabić et al., 2020; Kumar et al., 2020; Paul et al., 2017); a theory‐based review (Gilal et al., 2019; Paul & Rosado‐Serrano, 2019); a meta‐analysis (Barari et al., 2021; Knoll & Matthes, 2017; Rana & Paul, 2020); a bibliometric review (Kumar et al., 2019, 2020; Randhawa et al., 2016); a method‐based review (Sorescu et al., 2017); a review aiming for model/framework development (Paul, 2019; Paul & Mas, 2020); or a text mining approach (Bilro et al., 2021; Guerreiro & Rita, 2020; Loureiro et al., 2021; Muñoz‐Leiva et al., 2021). The current study is based on the text mining approach, which extracts useful information from a large collection of data in a semi‐autonomic way, otherwise considered as humanly impossible or unrealistically time‐consuming.…”

Now I can see: how brand interactions influence channel loyalty and purchase intention in optical physical stores

“…According to the literature, customers have distinct loyalty levels to products, brands, stores or organisations. Customers may claim to have high loyalty to an organisation or a brand but behave differently and buy at competitors sales points (Bilro et al , 2021; Broyles et al , 2011).…”