Exploring Social Media Engagement Behaviors in the Context of Luxury Brands

Abstract

Content analysis of in-person interviews with luxury shoppers in Paris identified 11 discrete social media engagement behaviors. Findings indicate that consumer engagement behaviors (CEBs) have different potential for luxury brand cocreation depending on their intended audience, degree of applied effort and creativity, complexity of motivations, and dominant content creation style, but not on choice of social media platform. Luxury marketers can preserve their unique positioning in social media by offering top-quality visual content reinforcing the desired brand associations to (a) generate active and creative behaviors by influentials and (b) promote low-effort, high-virality behaviors by consumers motivated by less complex needs.

Additional information

Notes on contributors

Iryna Pentina

Iryna Pentina (PhD, University of North Texas) is an associate professor of marketing, College of Business and Innovation, University of Toledo.

Véronique Guilloux

Véronique Guilloux (PhD, Institut d'Administration des Entreprises Poitiers) is a lecturer of management sciences, Université Paris Est Créteil Val de Marne, LEMNA.

Anca Cristina Micu

Anca Cristina Micu (PhD, University of Missouri–Columbia) is an associate dean, Jack Welch College of Business, Sacred Heart University.