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Social media (SM) has been heavily criticised in recent years for its damaging effects on societies globally. Tasked with empowering those same societies, libraries’ continued use of SM is considered ethically contentious. This study presents the findings of a University of Sheffield study that investigated the ethical tension between libraries and their use of SM by aiming to establish whether: (1) libraries’ use of SM is ethically motivated; (2) ethically informed; (3) and compatible with codes of ethics in the Library and Information Science (LIS) sector.

A phenomenographic approach was employed to gather and analyse the data for this study, which is drawn from the transcripts of seven online interviews with Bodleian Libraries staff who used Twitter, now X, in a professional capacity.

Three categories of description were identified among participants: (1) Collectivist conception; (2) Settled conception; (3) Questioning conception. The categories are bound by a shared context of conceptualisation made up of a small set of internal and external influences discussed in the interviews which affected all participants to varying degrees.

The findings were used to support the following determinations: (1) Libraries’ use of SM is ethically motivated. (2) Libraries’ use of SM is ethically informed, in part. Due to lack of evidence, no determination was made about whether libraries’ use of SM is compatible with codes of ethics in the LIS sector. Recommendations for LIS professions and professional bodies are offered based on these determinations.

This study addresses the lack of exploration of whether posting luxury products purchased on social media contributes to a favorable impression of oneself. It uncovers the underlying mechanisms shaping observers’ attitudes toward account holders sharing luxury posts. By examining the motive attribution processes triggered by such posts, particularly intrinsic and extrinsic motives, this study clarifies the dynamics of luxury posts on social media, addressing inconsistencies in the literature regarding responses to luxury brand users.

To test the hypotheses, a one-factor between-subjects experimental design involving 400 South Korean participants with social media accounts was employed. Participants in each condition recalled their experiences of encountering either luxury or non-luxury posts on social media and completed several measures, including attitudes toward the account holder.

The results indicate that luxury posts on social media positively influence attitudes toward account holders through intrinsic motive attribution but have a negative impact through extrinsic motive attribution. The study revealed that observers with lower materialistic values were more prone to infer the motives behind posting luxury products.

This study introduces motive attribution as a crucial mechanism for understanding the impact of luxury consumption on social media. Exploring the intrinsic and extrinsic motives inferred from luxury posts provides nuanced insights into how these posts shape observers’ evaluations of account holders. This study’s identification of distinct routes offers valuable perspectives for fashion marketing researchers and marketers.