Me, like Chanel: Examining Antecedents and Consequences of Consumers’ Luxury Brand Engagement on Instagram

Abstract

This study investigates the key antecedents and outcomes of consumer–brand engagement (CBE) in the context of luxury brands on social media. Based on data collected from 547 nonstudents—specifically, young consumers who followed luxury brands on Instagram—the results reveal that predicting variables (consumer involvement, need for status signaling, and brand self-expressiveness) have a differing effect on CBE dimensions (cognitive processing, affection, and activation) and brand outcomes (brand attitude, brand usage intention, and self–brand connection). The study provides valuable managerial and academic implications and suggestions for future research.

Disclosure statement

The authors declare no competing interests.

Notes

1 According to Keith (2006), a standardized coefficient below 0.05 is too small to be meaningful; a coefficient between 0.05 and 0.10 is a small effect; a coefficient between 0.10 and 0.25 is a moderate effect; and a coefficient above 0.25 is a large effect.

Additional information

Notes on contributors

Eunseon (Penny) Kwon

Eunseon (Penny) Kwon (PhD, University of Missouri) is an assistant professor, Texas Christian University. Her research interests include social media advertising, luxury brands advertising, and advertising message processing. Her work has been published in the Journal of Advertising, Journal of Interactive Advertising, Journal of Social Media and Society, and others. She has presented her research at national and international advertising and marketing conferences.

Tae Rang Choi

Tae Rang Choi (PhD, The University of Texas at Austin) is an assistant professor, Department of Strategic Communication, Texas Christian University. Her research focuses on consumer psychology, consumer–brand relationships, and new media effects in advertising and brand communication.

Liang Ma

Liang Ma is an assistant professor, Department of Strategic Communication, Bob Schieffer College of Communication, Texas Christian University. Her research focuses on risk and crisis communication, consumer behaviors, and corporate social responsibility.