DOES CONSUMERS’ ONLINE ENGAGEMENT MODERATE THE RELATIONSHIP BETWEEN THE POWER OF STAR DESIGNER AND THE LUXURY BRAND DESIRABILITY?

Purpose The purpose of this paper is to describe the effects of religiosity on attitude and personal orientation toward luxury brands and on purchase and repurchase intentions. Determining the effects of religiosity on the consumers’ behavior toward luxury has proved to be a crucial matter. As far as the authors know, academic research on this topic is almost non-existent. This is an exploratory study at the level of the direct effects of religiosity. Following a literature review, a model was constructed to represent the various interrelationships between the variables investigated in this research. Design/methodology/approach A quantitative study was conducted among 227 individuals having varying levels of religiosity. The authors verified, before, that those interviewed have purchased a luxury brand. Findings The findings show that religiosity does not hinder the consumption of luxury brands. Indeed, the authors detected a positive relationship between attitude and personal orientation toward luxury brands and the level of religiosity. The effect of religiosity on attitude and personal orientation is stronger for persons having higher incomes. Moreover, this effect is slight more marked among women. Research limitations/implications Just as for all other research work, it is important to identify the limitations of this study. The authors need only to acknowledge its exploratory nature for these relationships to be identified as preliminary ones and as the first elements of proof rather than as a conclusive demonstration. This research suffers from certain other limitations, especially concerning its convenience sampling and the fact that it covered only a limited geographical area, namely, the capital, Tunis, and its adjacent suburbs. Practical implications This research has shown that whatever the level of religiosity, its effect is stronger among persons having a high income. Therefore, Muslims, whatever their religiosity, can be a target for marketers and luxury brand. Social implications Islam is not against luxury brand but against ostentation. Originality/value It is the first research, as the authors know, that study the relationship between religiosity and consumer luxury behavior, especially among Muslims.

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Influence of number magnitude in luxury brand names on consumer preference

Social Behavior and Personality An International Journal ◽

10.2224/sbp.7486 ◽

2019 ◽

Vol 47 (5) ◽

pp. 1-9 ◽

Cited By ~ 1

Author(s):

Wenting Feng ◽

Tao Wang ◽

Guo Rui

Keyword(s):

Consumer Preference ◽

Consumer Involvement ◽

Brand Names ◽

Luxury Brands ◽

Brand Name ◽

Luxury Brand ◽

Number Magnitude ◽

The Relationship ◽

Moderating Role

In this study we built on scarcity theory, to conduct two experiments in which we investigated the influence of arbitrary numbers we inserted into brand names of luxury products. In Study 1 we recruited 68 consumers who were each assigned to one of two groups (small number or big number for brand name), in order to test consumers’ preferences for luxury brands with names of different number magnitudes. The results revealed that a product with a small number in the brand name was received more favorably than was a product with a big number in the name. Scarcity mediated the relationship between number magnitude and preference. In Study 2 we tested the moderating role of involvement. Number magnitude of the brand name influenced preference through scarcity when involvement was high but not when it was low. Thus, we found that numbers in the name of a luxury brand arbitrarily impacted consumers’ perceptions of scarcity, which influenced their preference in regard to brand. This relationship was moderated by involvement. The results suggest that manufacturers of luxury brands should use a small number in their brand name, and should increase the degree of consumer involvement to elevate consumer preference for the brand.

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‘It’s So Hard Not to be Funny in This Situation’: Memes and Humor in U.S. Youth Online Political Expression

Television & New Media ◽

10.1177/1527476419886068 ◽

2019 ◽

Vol 21 (8) ◽

pp. 791-806 ◽

Cited By ~ 1

Author(s):

Joel Penney

Keyword(s):

Social Media ◽

Young Adults ◽

Focus Group ◽

Communal Identity ◽

Focus Group Study ◽

Political Expression ◽

Online Engagement ◽

Citizen Empowerment ◽

The Relationship

In light of the promise of humorous political memes as popular routes to citizen empowerment as well as concerns over their potential dangers, it is necessary to examine how everyday citizens make sense of their role in political expression and how they engage with them—or not—in their everyday social media activities. This focus group study explores these questions by focusing on the digital practices of U.S. young adults. The findings suggest a range of benefits of posting political memes and humor online, including building solidarity with likeminded peers and reinforcing communal identity, as well as advancing accessible and influential political critiques. However, these positive assessments are complicated by concerns over the relationship between political meme humor and threats of trivialization and hyper-polarization, which limit some users from participating in its circulation and lead them to seek alternative modes of online engagement that are perceived as more civically valuable.

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Luxury consumption and the moderating role of attitude toward counterfeits: The case of an emerging market

Journal of General Management ◽

10.1177/03063070211013335 ◽

2021 ◽

Vol 47 (1) ◽

pp. 41-55

Author(s):

Fariborz Rahimnia ◽

Nazanin Hosseini Arian

Keyword(s):

Purchase Intention ◽

Positive Attitude ◽

Emerging Market ◽

Economic Benefits ◽

Equation Modeling ◽

Luxury Brand ◽

Value Perception ◽

The Relationship ◽

Moderating Role

The purpose of this research is to investigate the moderating role of positive attitude toward economic benefit of counterfeit products in the relationship between luxury value perception and purchase intention of luxury brands among Iranian consumers. Data were collected using questionnaires, which were completed by 386 customers at various shopping malls. Structural equation modeling was used to test the direct hypotheses in Amos v.18, and moderated regression analysis to test the moderating hypothesis in SPSS v.19. The results indicate that financial and social value are important drivers of luxury value perception in shaping the purchase intention of consumers, while functional value is not involved in this regard. Moreover, attitude toward counterfeits, as a moderator, reduces the positive effect of luxury value perception on purchase intention. This research provides important insights not only with regard to market entry decision-making but also to develop marketing strategies for positioning a luxury brand in an Asian emerging market. The findings could be potentially generalized to other developing countries in the Middle East with analogous socioeconomic and cultural circumstances. While several studies have been conducted regarding counterfeiting and luxury brand consumption, this is an initial investigation on the moderating role of positive attitude toward economic benefits of counterfeits in the relationship between luxury value perception and purchase intention in the context of an emerging market. This research facilitates further investigations in this regard.

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The relationship between online trust, customer engagement and EWOM

HCMCOUJS - ECONOMICS AND BUSINESS ADMINISTRATION ◽

10.46223/hcmcoujs.econ.en.9.1.180.2019 ◽

2020 ◽

Vol 9 (1) ◽

Author(s):

Nguyen Ngoc Dan Thanh ◽

Nguyen Thuy Binh

Keyword(s):

Word Of Mouth ◽

Measurement Model ◽

Office Workers ◽

Customer Engagement ◽

Ho Chi Minh City ◽

Number Of Solutions ◽

Online Trust ◽

Online Engagement ◽

The Impact ◽

The Relationship

This study aims to investigate the influence of e-quality and online trust on customer engagement and e-word of mouth. In particular, this study explored and analyzed a relatively new relationship, the impact of customer engagement on e-word of mouth. The measurement model and conceptual model describing the relationships hypothesized in the study was evaluated, based on responses from 370 online purchasing customers who are students or office workers in Ho Chi Minh City. E-quality has a direct impact on online trust, which impacts online customer engagement of customers and e-word of mouth. Online trust has a direct effect on customer engagement and e-word-of-mouth. In particular, online engagement impacts on e-word of mouth. This study provides not only theoretical and practical meaning, and enables companies to realize the importance of customer engagement and e-word of mouth but also a number of solutions to help businesses build and increase their customer engagement and positive e-word of mouth.

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Motivation in Online Environments

Encyclopedia of Cyber Behavior ◽

10.4018/978-1-4666-0315-8.ch098 ◽

2012 ◽

pp. 1212-1224 ◽

Cited By ~ 4

Author(s):

Victoria C. Coyle ◽

Dianna L. Newman

Keyword(s):

Psychological Factors ◽

Activity Increase ◽

Online Activity ◽

Online Engagement ◽

Internet Users ◽

Online Environments ◽

Motivation To Participate ◽

The Relationship ◽

Insight Into ◽

User Motivation

As the number of Internet users grows, and the opportunities for online activity increase, it is worth considering what motivates or drives people to participate online. Considerable time and effort are spent in online environments; users produce content, play games, and create or maintain relationships. Motivation to participate in online environments can be influenced by the appealing qualities of technology and instantaneous nature of the Internet, which provide incentive for users to create or maintain social connections, seek entertainment, or generate and distribute creative content. Research from the learning sciences, communication sciences, and sociology provide insight into user motivation in online environments. Scholars in these varied fields study the relationship between motivation and online engagement, examining user variables such as personal interest and goals; social and psychological factors that motivate users to fulfill personal goals or needs; and the creation of affiliations that have online as well as offline benefits.

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Pathways to political (dis-)engagement: motivations behind social media use and the role of incidental and intentional exposure modes in adolescents’ political engagement

Communications ◽

10.1515/commun-2019-2054 ◽

2020 ◽

Vol 45 (s1) ◽

pp. 671-693 ◽

Cited By ~ 6

Author(s):

Raffael Heiss ◽

Johannes Knoll ◽

Jörg Matthes

Keyword(s):

Social Media ◽

Social Network ◽

Information Seeking ◽

Social Network Sites ◽

Political Engagement ◽

Online Engagement ◽

The Social ◽

Intentional Mode ◽

The Relationship

AbstractBased on the Social Media Political Participation Model (SMPPM), this study investigates the relationship between four key motivations behind the use of Social Network Sites (SNS) and political engagement among adolescents. We collected our data in a paper-pencil survey with 15- to 20-year-old adolescents (N=294), a highly underexplored group, which is most active on social media. We theorize that adolescents’ user motivations are related to political engagement via two modes of exposure: The intentional mode, which is related to active information seeking, and the incidental mode, in which adolescents run into politics only by accident. We found that political information and self-expression motivations were positively related to political engagement via the intentional mode. By contrast, entertainment motivations were negatively related to offline, but not to online engagement via the incidental mode.

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Digital Methods for Hashtag Engagement Research

Social Media + Society ◽

10.1177/2056305120940697 ◽

2020 ◽

Vol 6 (3) ◽

pp. 205630512094069

Author(s):

Janna Joceli Omena ◽

Elaine Teixeira Rabello ◽

André Goes Mintz

Keyword(s):

Social Media ◽

Online Activity ◽

Online Engagement ◽

Digital Methods ◽

Media Research ◽

Social Media Research ◽

Corpus Selection ◽

The Relationship ◽

Digital Research

This article seeks to contribute to the field of digital research by critically accounting for the relationship between hashtags and their forms of grammatization—the platform techno-materialization process of online activity. We approach hashtags as sociotechnical formations that serve social media research not only as criteria in corpus selection but also displaying the complexity of the online engagement and its entanglement with the technicity of web platforms. Therefore, the study of hashtag engagement requires a grasping of the functioning of the platform itself (technicity) along with the platform grammatization. In this respect, we propose the three-layered (3L) perspective for addressing hashtag engagement. The first contemplates potential differences between high-visibility and ordinary hashtag usage culture, its related actors, and content. The second focuses on hashtagging activity and the repurposing of how hashtags can be differently embedded into social media databases. The last layer looks particularly into the images and texts to which hashtags are brought to relation. To operationalize the 3L framework, we draw on the case of the “impeachment-cum-coup” of Brazilian president Dilma Rousseff. When cross-read, the three layers add value to one another, providing also difference visions of the high-visibility and ordinary groups.

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The Impact of Lifestyle and Attitude Functions on Luxury Goods on Emotional Attachment Towards Luxury Brands

International Journal of Applied Logistics ◽

10.4018/ijal.2017070102 ◽

2017 ◽

Vol 7 (2) ◽

pp. 21-40

Author(s):

Mohammad Kashani ◽

Alireza Aslani ◽

Mohammad R. Esfidani ◽

Seyed Reza Seyed Javadin

Keyword(s):

Social Status ◽

Age Groups ◽

Emotional Attachment ◽

Luxury Brands ◽

Luxury Goods ◽

Luxury Brand ◽

Luxury Products ◽

The Impact ◽

The Relationship

The purpose of this article is to investigate the effect of individuals' life on the consumers' emotional attachment to the luxury products. The mediation role of individuals' attitudes has been investigated for the relationship between lifestyle and emotional attachment. First, the respondents have been divided into four categories that relate to their lifestyle - concerning their income and desire for social status. Then, the authors deal with the investigation of lifestyle effect on the emotional attachment to the luxury products. The attitude of different age groups has been investigated by the mediation role of the lifestyle and emotional attachment. Finally, elements have been investigated including the accurate recognition of brand by the aristocratic class, communicative and non-communicative motives in different lifestyles, and the relation between price and brand prominence. The findings show that the individual's lifestyle influences on the emotional attachment to the luxury products, as well as the existing attitudes in different age groups mediate the relation between lifestyle and emotional attachment to the luxury brand. The aristocratic class accurately recognise the signs of luxury brands. Also, the motives of communicative and non-communicative individuals are expressed in a variety of styles. Finally, a connection between price and brand prominence is discussed.

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Consumer motives for purchasing counterfeit luxury products: behind the status signaling behavior using brand prominence

Verslas teorija ir praktika ◽

10.3846/btp.2019.20 ◽

2019 ◽

Vol 20 ◽

pp. 208-215 ◽

Cited By ~ 1

Author(s):

Pur Purwanto ◽

Lulus Margiati ◽

K. Kuswandi ◽

Budi Prasetyo

Keyword(s):

Purchasing Behavior ◽

Luxury Brand ◽

Status Signaling ◽

The Status ◽

Luxury Products ◽

Counterfeit Products ◽

Relationship Of ◽

The Relationship

The present study sought to describe the relationship of customer motives with counterfeit products and brand prominence and purchasing behavior in three groups/classes of consumers (patrician, parvenus and poseur) in the context of luxury brand fashion. Data were obtained from a sample consisting of 400 consumers considered eligible. There were three findings; first, for the poseur class, consumer motives for purchasing products had an effect on counterfeit products and conspicuous brand prominence, as well as purchasing behavior. Second, for the parvenus class, consumer motives for purchasing products had no significant effect on counterfeit products, but it had a significant effect on brand prominence and purchasing behavior. Third, for the patrician class, consumer motives for purchasing products had no significant effect on counterfeit products and conspicuous brand prominence, and counterfeit products and brand prominence had no significant effect on purchasing behavior.

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