The antecedents and consequences of conspicuous consumption of luxury fashion goods in a social media platform [Full Text] ( Wanwisa Charoennan Huang, Kai-Ping 2021-02-03T07:27:02Z 2021-02-03T07:27:02Z 2018
dc.description.abstract The purpose of this study was to examine the influences of social media usage, key opinion leaders (KOLs), self-image congruency, and materialism on conspicuous consumption, as well as how conspicuous consumption had an impact on happiness with a purchase and satisfaction with luxury fashion products in a social media platform. The literature review suggested that conspicuous consumption was accelerated over a social media platform and by the role of KOLs because they promoted the favorable self-expression through a product consumption that exhibits an image that was congruent with an individual’s ideal self-image. The literature also implied that a materialistic consumer was likely to engage in conspicuous luxury consumption. Regarding its consequences, a happiness with a purchase and a satisfaction with a product were likely to be associated with conspicuous consumption. The literature in this study provided a more holistic comprehension of conspicuous consumption by incorporating both influential factors and potential consequences, and can be referred to in developing more efficient advertising and marketing activities. en_US
dc.format.extent 21 pages en_US
dc.format.mimetype application/pdf en_US
dc.identifier.citation The International Journal of Organizational Innovation Vol. 11 No. 1 (July 2018), 1-21 en_US
dc.language.iso eng en_US
dc.rights.holder Wanwisa Charoennan en_US
dc.rights.holder Huang, Kai-Ping en_US
dc.subject Marketing en_US
dc.subject Conspicuous consumption en_US
dc.subject Social media en_US
dc.subject Key opinion leader en_US
dc.subject Purchase happiness en_US
dc.subject Customer satisfaction en_US
dc.title The antecedents and consequences of conspicuous consumption of luxury fashion goods in a social media platform en_US
dc.type Text en_US
mods.genre Article en_US
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