ABSTRACT

This research aims to examine the effect of conspicuousness, uniqueness, quality, hedonism, and extended self on social media engagement. This research applies a quantitative, observational method to investigate how luxury brands portray luxury dimensions in their social media marketing and whether such portrayals impact consumers’ engagement. We analysed a total of 1223 social media posts on Facebook and Instagram (July 2017 to July 2018) from four major luxury fashion brands (Chanel, Dior, Bottega Veneta, and Burberry).

The results indicated that only conspicuousness significantly enhanced consumers’ engagement, while other dimensions did not. The current findings suggest that the idea of luxury has begun to shift toward a different meaning. Thus, traditional luxury dimensions may not work in the social media context, providing significant managerial insights into the creation and management of luxury social media marketing. The current study is the first to examine how the portrayal of luxury dimensions affect social media engagement. The findings provide significant insights into the use of social media marketing by luxury brands, namely how they promote and portrayal their luxuriousness on social media platforms.

摘要

这项研究旨在检验显着性，独特性，质量，享乐主义和扩展自我对社交媒体参与的影响。这项研究采用了一种定量的观察方法，以调查奢侈品牌如何在其社交媒体营销中描绘奢侈品的维度，以及这些描绘是否会影响消费者的参与度。我们分析了Facebook和Instagram（2017年7月至2018年7月）上来自四个主要奢侈时装品牌（香奈儿（Chanel），迪奥（Dior），宝缇嘉（Bottega Veneta）和巴宝莉（Burberry））的1223个社交媒体帖子。

结果表明，只有显眼才能显着提高消费者的参与度，而其他维度则不能。当前的发现表明，奢侈品的观念已开始转向不同的含义。因此，传统的奢侈品维度可能无法在社交媒体环境中发挥作用，从而为奢侈品社交媒体营销的创建和管理提供了重要的管理见解。当前的研究是第一个研究奢侈品维度的描述如何影响社交媒体参与度的研究。这些发现为奢侈品牌对社交媒体营销的使用提供了重要的见解，即他们如何在社交媒体平台上促进和塑造奢侈品。