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Self-presentation and interactivity: luxury branding on social media

Ye Wang (Department of Communication Studies, College of Arts and Science, University of Missouri, Kansas City, Missouri, USA)
Huan Chen (College of Journalism and Communication, University of Florida, Gainesville, Florida, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 29 June 2020

Issue publication date: 21 May 2021




This paper aims to examine the influence of different self-presentation strategies (cultural, personal and informational posts) and interactivity on luxury brands’ social media advertising.


Three pre-tests and a main experiment collected responses from 459 Chinese participants in total.


Cultural posts significantly influenced brand attitudes, interest and purchase intention, and the effects were mediated by perceived reinforcement of the brand’s social media account. Informational posts added to perceived informativeness of the brand’s social media account, but were more likely to trigger a perception that the brand was conservative and distancing itself from consumers. Interactivity increased perceived closeness and reduced perceived inactiveness and conservativeness of the brand’s social media account and subsequently improved brand attitudes. Perception of brand’s social media accountfully mediated the effects of self-presentation strategies and interactivity on brand attitudes, interest and purchase intention.

Research limitations/implications

Self-presentation transfers desirable brand associations to luxury brands, reinforces brand image, and subsequently influences responses to luxury brands. Interactivity largely influences relational perceptions and brand attitudes.

Practical implications

Curating content about brand heritage and culture creates a social media self-presentation that is effective and influential on consumers. Brand and product information satisfies informational needs. Interactivity maintains customer relationship.


A theoretical model of luxury brands’ advertising was generated from the findings.



Wang, Y. and Chen, H. (2021), "Self-presentation and interactivity: luxury branding on social media", Journal of Product & Brand Management, Vol. 30 No. 5, pp. 656-670.



Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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