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Exploring The Motivations Of Consumers’ Engagement With Luxury Brands In Social Media Sites.

Lookup NU author(s): Saleh Bazi, Dr Raffaele Filieri, Professor Matthew Gorton

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This is the authors' accepted manuscript of a conference proceedings (inc. abstract) that has been accepted and is due to be published in its final definitive form by European Marketing Academy, 2018.

For re-use rights please refer to the publisher's terms and conditions.


Abstract

The emerging concept of online consumer engagement attracts increasing attention from both practitioners and academics. Consumer brand engagement provides a theoretical foundation for understanding how consumers of luxury brands think, feel, and behave with brands they follow on social media sites. There is a lack of in-depth studies on the factors that affect consumers’ engagement with luxury brands on social media sites. To address this gap, 12 in-depth interviews, were conducted and a new theoretical framework developed to understand the factors that influence luxury brand engagement on social media. The four emerging factors are: information brands’ acquisition, previous experience with the brand, information vividness, and ideal social self-image. The study introduces a framework for explaining consumer engagement with luxury brands on social media.


Publication metadata

Author(s): Bazi S, Filieri R, Gorton M

Publication type: Conference Proceedings (inc. Abstract)

Publication status: In Press

Conference Name: 47th EMAC

Year of Conference: 2018

Acceptance date: 19/03/2018

Date deposited: 27/04/2018

Publisher: European Marketing Academy

URL: http://www.emac-2018.org/r/default.asp?iId=IDHGLH


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