دانلود رایگان مقاله انگلیسی بررسی مقاصد رفتار تجمل گرای برند محور مصرف کننده در زمینه رسانه های اجتماعی - الزویر 2018

Abstract

Luxury brand marketers have recently turned their attention to customer-driven social media devoted to their brands. The key concepts of involvement, interaction and behavioral intention provide the theoretical foundation to investigate luxury brands. The purpose of this study is to test a model that analyzes the relationship among brand involvement, consumer-brand interaction and behavioral intention in the context of luxury brand-related activities on social media. Based on content value theory, the present research identifies the moderating role of utilitarian/hedonic motivations on the relationships proposed. Data were collected from 326 social media users who look for information on internet about luxury brands before purchasing a specific brand. We provide evidence indicating positive relationships between brand involvement, consumer-brand interaction and behavioral intention. The results also confirm the moderating role of the utilitarian/hedonic motivations. This study provides recommendations to luxury brands to understand the nature of consumer involvement and brand-customer relationship in order to forecast the behavioral intention of their consumers more accurately.

Discussion

Theoretical implications

This research contributes to the consumers’ behavior literature by providing a pioneering holistic framework that examines the effects of brand involvement on consumerbrand interaction and behavioral intention in the luxury context. The luxury sector is the basis of the study, because prior research already pointed out that luxury brands seem to have effective and successful ways of involving, engaging, and reaching their consumers through social media [54]. With the growing interest of luxury brands in providing luxurious values to consumers, luxury brands should engage in social media activities to anticipate positive contributions to brands by providing new luxury values to consumers [13]. An important effect highlighted from the research is the mediating effect of consumer-brand interaction between brand involvement and behavioral intention. Furthermore, this study is the first to detail the moderating effect of the utilitarian/hedonic motivation of consumers on the relationships analyzed.