Exploring the relationship between social media use and anti-luxury behavior: implications for interactive marketing strategies
Journal of Research in Interactive Marketing
ISSN: 2040-7122
Article publication date: 21 October 2023
Issue publication date: 14 August 2024
Abstract
Purpose
The study explores different types of anti-luxurians on social media (SM), the characteristics of luxury brands, tendencies to disengage and the opposition to them to propose future directions for luxury marketing in the post-pandemic world.
Design/methodology/approach
A qualitative approach was employed, wherein 979 posts from SM platforms were analyzed with the text analytics software package KH Coder through word-frequency analysis and an inductive technique.
Findings
The analysis identified the presence of eight types of online anti-luxurians: true luxurians, nature-experienced lovers, life simplifiers, anti-haulers, highly expected consumers, natural environment protectors, antidiscrimination consumers and historic-politic antagonists. Their degree of disengagement and opposition were discussed and graphically mapped.
Originality/value
This is the first study to discover various types of anti-luxurians on SM platforms and graphically map their level of disengagement and opposition toward luxury brands. This study fills an existing critical gap in the luxury marketing literature.
Keywords
Acknowledgements
Funding: This research did not receive any specific grant from funding agencies in the public, commercial, or not-for-profit sectors.
Declarations of interest: None.
Data availability statement: Authors elect to not share data.
Citation
Le, H.T.P.M., Park, J., Nguyen, T.T. and Yun, J. (2024), "Exploring the relationship between social media use and anti-luxury behavior: implications for interactive marketing strategies", Journal of Research in Interactive Marketing, Vol. 18 No. 4, pp. 549-569. https://doi.org/10.1108/JRIM-04-2023-0125
Publisher
:Emerald Publishing Limited
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