Lookup NU author(s): Saleh Bazi,
Dr Raffaele Filieri,
Professor Matthew Gorton
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.
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.
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
Publisher: European Marketing Academy