Positive reviews of luxury brands on social media provide tourists with an opportunity for self-presentation. Recent studies have suggested that these reviews can easily trigger envy in receivers, yet few studies have discussed the effect of envy on review writers. This research examined the effects of review writers’ perceptions of being envied on their relationships with the luxury brands they shared on social media. The results of three experiments in vacation scenarios showed that writers were more likely to feel pride (anxiety) when they were benignly (maliciously) envied, eliciting a stronger (weaker) self-brand connection. Moreover, social tie strength played a moderating role. The effect of being envied was stronger when writers and receivers had strong (vs. weak) ties. Our findings provide luxury brand managers with managerial insights into content customization and platform selection in buzz marketing strategies.

奢侈品牌在社交媒体上的正面评价为游客提供了自我展示的机会。最近的研究表明，这些评论很容易引起接收者的嫉妒，但是很少有研究讨论嫉妒对评论作者的影响。这项研究调查了评论撰写者对其与社交媒体上共享的奢侈品牌之间的关系感到羡慕的看法的影响。在休假场景中进行的三个实验的结果表明，当作家被良性（恶意）嫉妒时，他们更有可能感到骄傲（焦虑），从而引起更牢固（较弱）的自品牌联系。此外，社会联系力量发挥了适度的作用。当作家和接受者之间有牢固（而不是脆弱）的联系时，被嫉妒的效果会更强。