The antecedents and consequences of conspicuous consumption of luxury fashion goods in a social media platform
The antecedents and consequences of conspicuous consumption of luxury fashion goods in a social media platform
au.link.externalLink | [Full Text] (https://www.ijoi-online.org/attachments/article/65/0863%20Final.pdf) | |
dc.contributor.author | Wanwisa Charoennan | |
dc.contributor.author | Huang, Kai-Ping | |
dc.date.accessioned | 2021-02-03T07:27:02Z | |
dc.date.available | 2021-02-03T07:27:02Z | |
dc.date.issued | 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.identifier.uri | https://repository.au.edu/handle/6623004553/24415 | |
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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