Examining consumer luxury brand-related behavior intentions in a social media context: The moderating role of hedonic and utilitarian motivations.

Abstract:

:Luxury brand marketers have recently turned their attention to customer-driven social media devoted to their brands. The key concepts of involvement, interaction and behavioral intention provide the theoretical foundation to investigate luxury brands. The purpose of this study is to test a model that analyzes the relationship among brand involvement, consumer-brand interaction and behavioral intention in the context of luxury brand-related activities on social media. Based on content value theory, the present research identifies the moderating role of utilitarian/hedonic motivations on the relationships proposed. Data were collected from 326 social media users who look for information on internet about luxury brands before purchasing a specific brand. We provide evidence indicating positive relationships between brand involvement, consumer-brand interaction and behavioral intention. The results also confirm the moderating role of the utilitarian/hedonic motivations. This study provides recommendations to luxury brands to understand the nature of consumer involvement and brand-customer relationship in order to forecast the behavioral intention of their consumers more accurately.

journal_name

Physiol Behav

journal_title

Physiology & behavior

authors

Martín-Consuegra D,Díaz E,Gómez M,Molina A

doi

10.1016/j.physbeh.2018.03.028

subject

Has Abstract

pub_date

2019-03-01 00:00:00

pages

104-110

eissn

0031-9384

issn

1873-507X

pii

S0031-9384(18)30151-3

journal_volume

200

pub_type

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