Drivers of eWOM engagement on social media for luxury consumers: Analysis,implications, and future research directions |
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| Institution: | 1. Austin E. Cofrin School of Business, The University of Wisconsin-Green Bay, Wood Hall 460H, Green Bay, Wisconsin, 54311, USA;2. Ganpat University, V.M. Patel Institute of Management, Mehsana, Gujarat, 384012, India;3. Austin E. Cofrin School of Business, The University of Wisconsin-Green Bay, Wood Hall 480C, Green Bay, Wisconsin, 54311, USA;1. Glorious Sun School of Business and Management, Donghua University, Shanghai, China;2. Supply Chain and Logistics Optimization Research Centre, Department of Mechanical, Automotive & Materials Engineering, University of Windsor, Windsor, Ontario, Canada;1. School of Information Management and Artificial Intelligence, Zhejiang University of Finance and Economics, Hangzhou, China;2. Department of Management and Management Information Systems, School of Business, University of West Florida, Pensacola, FL, USA;1. Swinburne University of Technology, Australia;2. Charles Sturt University, Australia |
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| Abstract: | The rapid industrialization and growth across the world have fostered the consumption of luxury fashion brands. Electronic word-of- mouth on social media (eWOM) is fast becoming an effective and germane strategy to engage luxury consumers through posting pictures, sharing reviews, and communicating information on platforms like Facebook, Instagram, and TikTok. Extant research has not examined the antecedents and drivers that lead to eWOM behavior. We leverage self-congruity theory and through its focal lens, our study addresses this research gap through a survey conducted with 453 consumers in Mexico, Latin America's fastest growing market. Our results indicate that need for status, susceptibility to normative influence, and luxury brand involvement, moderated by authentic pride and social media influencers lead to eWOM behavior on social media. We also demonstrate that luxury brand involvement and susceptibility to normative influence mediate the relationship between need for status and eWOM behavior on social media. The study provides important implications to managers and researchers by suggesting long-term actionable strategies for growth that can help luxury firms develop a sustainable competitive advantage over rivals and competitors. |
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| Keywords: | Luxury brands Need for status Self-congruity theory Group affiliation Susceptibility to normative influence Luxury brand involvement Authentic pride Social media influencers |
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