{"title":"印象导航:奢侈品社交媒体帖子的影响","authors":"Jin Suk Lee, Hyun Young Cho","doi":"10.1108/jfmm-12-2023-0352","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>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.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>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.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>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.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>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.</p><!--/ Abstract__block -->","PeriodicalId":47726,"journal":{"name":"Journal of Fashion Marketing and Management","volume":null,"pages":null},"PeriodicalIF":3.2000,"publicationDate":"2024-08-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Navigating impressions: the impact of luxury social media posts\",\"authors\":\"Jin Suk Lee, Hyun Young Cho\",\"doi\":\"10.1108/jfmm-12-2023-0352\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>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.</p><!--/ Abstract__block -->\\n<h3>Design/methodology/approach</h3>\\n<p>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.</p><!--/ Abstract__block -->\\n<h3>Findings</h3>\\n<p>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.</p><!--/ Abstract__block -->\\n<h3>Originality/value</h3>\\n<p>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.</p><!--/ Abstract__block -->\",\"PeriodicalId\":47726,\"journal\":{\"name\":\"Journal of Fashion Marketing and Management\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.2000,\"publicationDate\":\"2024-08-30\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Fashion Marketing and Management\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1108/jfmm-12-2023-0352\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Fashion Marketing and Management","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/jfmm-12-2023-0352","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
Navigating impressions: the impact of luxury social media posts
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Originality/value
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.
期刊介绍:
■Apparel innovation ■Brand loyalty ■Consumer decisions and shopping behaviour ■Manufacturing systems ■Market positioning ■Merchandising ■Perceptions in the marketplace ■Piracy issues ■Pricing structures ■Product image ■Quality and performance measurement ■The importance of socio-economic factors In the ever-changing world of the fashion industry, it is imperative that senior managers and academics in the field are kept abreast of the latest trends and developments. Journal of Fashion Marketing and Management ensures that readers heighten their understanding of issues affecting their industry through the latest thinking and current best practice.