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Lookup NU author(s): Saleh Bazi,
Professor Matthew Gorton
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (CC BY-NC-ND).
Enhancing customers with brands on social media is critical to social media managers; however, there is still a lack of in-depth studies on the drivers of consumers’ engagement with luxury brands. Drawing on 25 semi-structured interviews with customers following luxury brands in social media, this study explores what motivates customers to engage with luxury brands on social media. This research develops a theoretical framework for the motivations of customers’ cognitive, emotional and behavioral engagement with luxury brands. The study identifies 13 motivations grouped into six macro-dimensions: perceived content relevancy (brand news, post quality, and celebrity endorsement), brand-customer relationship (brand love, and brand ethereality), hedonic (entertainment), aesthetic (design appeal), socio-psychological (actual self-congruency, status signaling, and enhance and maintain face), brand equity (perceived brand quality), and technology factors (ease of use and convenience). This study helps marketing managers of luxury brands to understand how they can improve engagement with their customers.
Author(s): Bazi S, Filieri R, Gorton M
Publication type: Article
Publication status: Published
Journal: Journal of Business Research
Print publication date: 01/05/2020
Online publication date: 26/03/2020
Acceptance date: 12/02/2020
Date deposited: 13/02/2020
ISSN (print): 0148-2963
ISSN (electronic): 1873-7978
Publisher: Elsevier Inc.
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