SNS use leads to luxury brand consumption: evidence from China
ISSN: 0736-3761
Article publication date: 9 December 2020
Issue publication date: 12 January 2021
Abstract
Purpose
Social networking sites (SNSs) are an indispensable part of people’s daily lives. However, scant literature describes how SNSs affect users’ behaviors, especially consumer behavior in emerging markets. This research aims to fill this literature gap.
Design/methodology/approach
Two empirical studies were conducted using different methods. Study 1, a survey, provided correlational evidence. Study 2, a lab experiment, further verified the causal relationship.
Findings
From Chinese consumer data, SNS consumption exposure enhances luxury brand consumption, mediated by social comparison motivation and moderated by legitimacy perceptions of SNSs as information outlets.
Originality/value
This research bridges SNSs and luxury brand consumption, two islands among different streams of literature. In addition, the paper illuminates the psychological mechanism through which SNSs affect luxury brand consumption and the boundary condition in which this effect diminishes. Practically, this paper is also instructive for SNSs and luxury brands.
Keywords
Acknowledgements
Authors acknowledge the financial support from the National Natural Science Foundation of China (71702095, 71832002) and from Shanghai Chenguang Program (19CG64).
Citation
Wang, W., Chen, N., Li, J. and Sun, G. (2021), "SNS use leads to luxury brand consumption: evidence from China", Journal of Consumer Marketing, Vol. 38 No. 1, pp. 101-112. https://doi.org/10.1108/JCM-09-2019-3398
Publisher
:Emerald Publishing Limited
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